System and method for concept development

ABSTRACT

A computer implemented method, system, and computer program product include one or more processors providing a framework for building a visual representation of a product concept, the visual representation including one or more of a textual component and a graphical component; one or more processors receiving a designation of an element within at least one of the textual component and the graphical components as a dynamic element; one or more processors associating the dynamic element with a variant list including one or more element variants; one or more processors receiving a selection of a first element variant from the variant list; and one or more processors generating a first instantiation of the visual representation including the first element variant as the dynamic element.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of U.S. provisional patentapplication Ser. Nos. 61/450,531, 61/450,546, and 61/450,559, allentitled “CONCEPT STUDIO METHOD AND SYSTEM,” filed on Mar. 8, 2011, andclaims the benefit of U.S. provisional patent application Ser. No.61/506,503, entitled “CONCEPT STUDIO METHOD AND SYSTEM,” filed on Jul.11, 2011, the entire disclosures of all of which applications areincorporated herein by reference.

TECHNICAL FIELD

The present disclosure relates to concept development, and moreparticularly relates to concept development for products and services.

BACKGROUND OF THE DISCLOSURE

In industrial settings, the process of developing new products andservices may often involve a number of cycles that include divergent orgenerative ideation phases, followed by narrowing or selection phases inwhich the ideas are assessed and tested, and decisions made further todevelop or market an idea. One example of a divergent or generativeactivity is the well-known brainstorming or ideation session. Examplesof narrowing activities include concept testing, concept optimization,conjoint measurement and forecasting models.

Several activities carried out during the product development processcan be used to support either phase, depending on how they arestructured. For example, focus groups and 1-on-1 interviews withconsumers can be used during the ideation phase, as open-ended processesfor generating new ideas. They can also be used to assess and test theviability of an already formulated concept for a new product or service.

Typically, general-purpose office software applications are used tocapture and organize the different ideas and their elements, and themany variants for each of these elements. Spreadsheet applications suchas Microsoft® Excel® and Apple® Numbers® are commonly used for thatpurpose, and word processing applications, such as Microsoft® Word andApple® Pages® are also used. Presentation software applications such asMicrosoft® PowerPoint® and Apple®Keynote® are also commonly used todevelop visual representations of the proposed product concepts.(Microsoft, Excel, and PowerPoint are all trademarks of MicrosoftCorporation in the United States, other countries, or both; Apple,Notes, Pages, and Keynote are all trademarks of Apple Inc. in the UnitedStates, other countries, or both.)

The use of such common office productivity applications, which are notoptimized for the task of developing and exploring concepts with varyingelements, presents a number of difficulties and challenges that resultin poor productivity. For example, the use of disparate applications,one for capturing the idea elements and their variants and another forvisually representing the idea, itself presents a set of challenges whenit comes to communicating and sharing this information with the otherstakeholders involved in the product development process. Two differentdocuments may need to be shared or emailed back and forth betweenindividuals participating in the concept development process.Furthermore, it may be desired that the contents of the documents bekept up-to-date and synchronized throughout the various collaborativeediting and commenting sessions.

The use of a presentation application to generate visual representationsof the new idea or concept often leads to a number of difficulties aswell. For example, for every concept variation that is desired to berepresented, a copy of the original representation slide must becreated, and the elements that are different edited (typically bycopying and pasting from element variants in the spreadsheet document).If some other element is changed, multiple slides may have to beupdated. Because of the repetitive nature of this process, it may oftenonly be practical to generate a tiny fraction of the possiblealternatives enabled by the element variants.

Typically, the outcome of the generative phases in the productdevelopment process is a set of ideas and variations thereof. It mayoften be desirable that a product idea be described and represented in away sufficient to differentiate it from other ideas and, if it fits intoan existing product category, to differentiate it from in-marketincumbents (in particular, competitors' products). The description mustalso be appropriate for use in the next phase of the developmentprocess, be it presenting the idea to senior management for approval, orusing the description and representation to conduct consumer research inorder to assess the viability of the idea. Accordingly, it may often benecessary to generate various different versions of a representation, toallow possible points of differentiation to be explored.

SUMMARY OF THE DISCLOSURE

According to a first implementation, a method may include providing aframework for building a visual representation of a product concept. Thevisual representation may include one or more of a textual component anda graphical component. A designation may be received of an elementwithin at least one of the textual component and the graphical componentas a dynamic element. The dynamic element may be associated with avariant list including one or more element variants. A selection may bereceived of a first element variant from the variant list. A firstinstantiation of the visual representation may be generated includingthe first element variant as the dynamic element.

One or more of the following features may be included. Receiving thedesignation of the element may include receiving a user selection of theelement from within one or more of the textual component and thegraphical component. Receiving the designation of the element mayinclude identifying an escape sequence within one or more of the textualcomponent and the graphical component. The element may include an imagewithin the graphical component. The element may include one or morewords within the textual component.

Associating the dynamic element with the variant list may includereceiving a user input including the one or more element variants. Themethod may also include receiving a selection of a second elementvariant from the variant list. A second instantiation of the visualrepresentation may be generated including the second element variant asthe dynamic element.

In another implementation, a system includes one or more processorsconfigured to provide a framework for building a visual representationof a product concept, the visual representation including one or more ofa textual component and a graphical component; one or more processorsconfigured to receive a designation of an element within at least one ofthe textual component and the graphical components as a dynamic element;one or more processors configured to associate the dynamic element witha variant list including one or more element variants; one or moreprocessors configured to receive a selection of a first element variantfrom the variant list; and one or more processors configured to generatea first instantiation of the visual representation including the firstelement variant as the dynamic element.

One or more of the following features may be included. Receiving thedesignation of the element may include receiving a user selection of theelement from within one or more of the textual component and thegraphical component. Receiving the designation of the element mayinclude identifying an escape sequence within one or more of the textualcomponent and the graphical component. Associating the dynamic elementwith the variant list may include receiving a user input including theone or more element variants. In some embodiments, the element mayinclude an image within the graphical component. In some embodiments,the element may include one or more words within the textual component.

In another implementation, a computer program product residing on acomputer readable medium having a plurality of instructions storedthereon which, when executed by a processor, cause the processor toperform operations including providing a framework for building a visualrepresentation of a product concept, the visual representation includingone or more of a textual component and a graphical component; receivinga designation of an element within at least one of the textual componentand the graphical component as a dynamic element; associating thedynamic element with a variant list including one or more elementvariants; receiving a selection of a first element variant from thevariant list; and generating a first instantiation of the visualrepresentation including the first element variant as the dynamicelement.

One or more of the following features may be included. In someembodiments, the receiving the designation of the element may includereceiving a user selection of the element from within one or more of thetextual component and the graphical component. Receiving the designationof the element may include identifying an escape sequence within one ormore of the textual component and the graphical component. Associatingthe dynamic element with the variant list may include receiving a userinput including the one or more element variants. In some embodiments,the element may include an image within the graphical component. In someembodiments, the element may include one or more words within thetextual component.

According to another implementation, a method may include providing aframework for building a visual representation of a product concept. Thevisual representation may include one or more of a textual component anda graphical component. A designation may be received of a first elementwithin at least one of the textual component and the graphical componentas a first dynamic element. A designation may be received of a secondelement within at least one of the textual component and the graphicalcomponent as a second dynamic element. The first dynamic element may beassociated with a first variant list including one or more first elementvariants. The second dynamic element may be associated with a secondvariant list including one or more second element variants. A constraintmay be associated between at least one of the one or more first elementvariants and at least one of the one or more second element variants. Aselection may be received of a first element variant from the firstvariant list. A selection may be received of a second element variantfrom the second variant list. A first instantiation of the visualrepresentation may be generated including the first element variant asthe first dynamic element and the second element variant as the seconddynamic element based upon the constraint.

One or more of the following features may be included. The constraintmay include a prohibitory constraint. The constraint may include apermissive constraint. The constraint may be based on one or more of abusiness rule, a logical rule, and an algebraic rule. Generating thefirst instantiation of the visual representation may include generatingan error based on the constraint. The error may include anidentification of a constraint violation. The error may include asuggestion of an alternate second element variant.

In another implementation, a system includes one or more processorsconfigured to provide a framework for building a visual representationof a product concept, the visual representation including one or more ofa textual component and a graphical component; one or more processorsconfigured to receive a designation of a first element within at leastone of the textual component and the graphical component as a firstdynamic element; one or more processors configured to receive adesignation of a second element within at least one of the textualcomponent and the graphical component as a second dynamic element; oneor more processors configured to associate the first dynamic elementwith a first variant list including one or more first element variants;one or more processors configured to associate the second dynamicelement with a second variant list including one or more second elementvariants; one or more processors configured to associate a constraintbetween at least one of the one or more first element variants and atleast one of the one or more second element variants; one or moreprocessors configured to receive a selection of a first element variantfrom the first variant list; one or more processors configured toreceive a selection of a second element variant from the second variantlist; and one or more processors configured to generate a firstinstantiation of the visual representation including the first elementvariant as the first dynamic element and the second element variant asthe second dynamic element based upon the constraint.

One or more of the following features may be included. The constraintmay include a prohibitory constraint. The constraint may include apermissive constraint. The constraint may be based on one of a businessrule and a logical rule. Generating the first instantiation of thevisual representation may include generating an error based on theconstraint. The error may include an identification of a constraintviolation. The error may include a suggestion of an alternate secondelement variant.

In another implementation a computer program product residing on acomputer readable medium having a plurality of instructions storedthereon which, when executed by a processor, cause the processor toperform operations including providing a framework for building a visualrepresentation of a product concept, the visual representation includingone or more of a textual component and a graphical component; receivinga designation of a first element within at least one of the textualcomponent and the graphical component as a first dynamic element;receiving a designation of a second element within at least one of thetextual component and the graphical component as a second dynamicelement; associating the first dynamic element with a first variant listincluding one or more first element variants; associating the seconddynamic element with a second variant list including one or more secondelement variants; associating a constraint between at least one of theone or more first element variants and at least one of the one or moresecond element variants; receiving a selection of a first elementvariant from the first variant list; receiving a selection of a secondelement variant from the second variant list; and generating a firstinstantiation of the visual representation including the first elementvariant as the first dynamic element and the second element variant asthe second dynamic element based upon the constraint.

One or more of the following features may be included. The constraintmay include a prohibitory constraint. The constraint may include apermissive constraint. The constraint may be based on one or more of abusiness rule, a logical rule, and a mathematical rule. Generating thefirst instantiation of the visual representation may include generatingan error based on the constraint. The error may include anidentification of a constraint violation. The error may include asuggestion of an alternate second element variant.

In an embodiment, a method may include providing a framework forbuilding a visual representation of a product concept. The visualrepresentation may include one or more of a textual component and agraphical component. A designation may be received of an element withinat least one of the textual component and the graphical component as adynamic element. The dynamic element may be associated with a variantlist including a plurality of element variants. A selection may bereceived of a subset of the plurality of element variants from thevariant list. A first instantiation of the visual representation may begenerated including a combination of the subset of the plurality ofelement variants as the dynamic element.

One or more of the following features may be included. Receiving theselection of the plurality of element variants may include receivinglayout information associated with the plurality of element variants.The layout information may include order information associated with theplurality of element variants. The layout information may includepresentation information associated with the plurality of elementvariants. The layout information may include position informationassociated with the plurality of element variants.

In another implementation, a system includes one or more processorsconfigured to provide a framework for building a visual representationof a product concept, the visual representation including one or more ofa textual component and a graphical component; one or more processorsconfigured to receive a designation of an element within at least one ofthe textual component and the graphical component as a dynamic element;one or more processors configured to associate the dynamic element witha variant list including a plurality of element variants; one or moreprocessors configured to receive a selection of a subset of theplurality of element variants from the variant list; and one or moreprocessors configured to generate a first instantiation of the visualrepresentation including a combination of the subset of the plurality ofelement variants as the dynamic element.

One or more of the following features may be included. Receiving theselection of the subset of the plurality of element variants may includereceiving layout information associated with the plurality of elementvariants. The layout information may include order informationassociated with the plurality of element variants. The layoutinformation may include presentation information associated with theplurality of element variants. The layout information may includeposition information associated with the plurality of element variants.

In another implementation, a computer program product residing on acomputer readable medium having a plurality of instructions storedthereon which, when executed by a processor, cause the processor toperform operations including providing a framework for building a visualrepresentation of a product concept, the visual representation includingone or more of a textual component and a graphical component; receivinga designation of an element within at least one of the textual componentand the graphical component as a dynamic element; associating thedynamic element with a variant list including a plurality of elementvariants; receiving a selection of a subset of the plurality of elementvariants from the variant list; and generating a first instantiation ofthe visual representation including a combination of the subset of theplurality of element variants as the dynamic element.

One or more of the following features may be included. Receiving theselection of the subset of the plurality of element variants may includereceiving layout information associated with the plurality of elementvariants. The layout information may include order informationassociated with the plurality of element variants. The layoutinformation may include presentation information associated with theplurality of element variants. The layout information may includeposition information associated with the plurality of element variants.

In an implementation, a method may include identifying a dynamic elementwithin framework for building a visual representation of a productconcept. The visual representation may include one or more of a textualcomponent and a graphical component. The dynamic element may beassociated with a variant list including one or more variant elements.One of a longest variant element and a shortest variant element may beidentified from within the variant list. A first instantiation of avisual representation of a product concept may be generated includingthe one of the longest variant element and the shortest variant elementas the dynamic element.

One or more of the following features may be included. Identifying thedynamic element may include identifying a plurality of dynamic elements,each of the plurality of dynamic elements associated with a respectivevariant list of a plurality of variant lists. Identifying one of thelongest variant element and the shortest variant element may includeidentifying one of the longest variant element associated with each ofthe plurality of dynamic elements and the shortest variant elementincluded within a respective variant list associated with each of theplurality of dynamic elements. Identifying one of the longest variantelement and the shortest variant element included within a respectivevariant list associated with each of plurality of dynamic elements maybe based on a constraint associated between two or more dynamicelements.

Generating the first instantiation of the visual representation mayinclude adjusting a formatting of the visual representation based on theone of the longest element variant and the shortest element variant.Adjusting the formatting of the visual representation may includealtering a size property associated with one or more components of thevisual representation. Altering the size property associated with one ormore components of the visual representation may include altering thesize property based on one or more format rules.

In another implementation, a system includes one or more processorsconfigured to identify a dynamic element within framework for building avisual representation of a product concept, the visual representationincluding one or more of a textual component and a graphical component,the dynamic element associated with a variant list including one or morevariant elements; one or more processors configured to identify one of alongest variant element and a shortest variant element from within thevariant list; and one or more processors configured to generate a firstinstantiation of a visual representation of a product concept includingthe one of the longest variant element and the shortest variant elementas the dynamic element.

One or more of the following features may be included. Identifying thedynamic element may include identifying a plurality of dynamic elementswhere each of the plurality of dynamic elements may be associated with arespective variant list of a plurality of variant lists. In someembodiments, identifying either the longest variant element or theshortest variant element may include identifying either the longestvariant element associated with each of the plurality of dynamicelements or the shortest variant element which may be included within arespective variant list which may be associated with each of theplurality of dynamic elements. Identifying either the longest variantelement or the shortest variant element included within a respectivevariant list associated with each of plurality of dynamic elements maybe based on a constraint associated between two or more dynamicelements. Generating the first instantiation of the visualrepresentation may include adjusting a formatting of the visualrepresentation based on either the longest element variant or theshortest element variant. Adjusting the formatting of the visualrepresentation may include altering a size property associated with oneor more components of the visual representation. Altering the sizeproperty associated with one or more components of the visualrepresentation may include altering the size property based on one ormore format rules.

In another implementation, a computer program product residing on acomputer readable medium having a plurality of instructions storedthereon which, when executed by a processor, cause the processor toperform operations including identifying a dynamic element withinframework for building a visual representation of a product concept, thevisual representation including one or more of a textual component and agraphical component, the dynamic element associated with a variant listincluding one or more variant elements; identifying one of a longestvariant element and a shortest variant element from within the variantlist; and generating a first instantiation of a visual representation ofa product concept including the one of the longest variant element andthe shortest variant element as the dynamic element.

One or more of the following features may be included. Identifying thedynamic element may include identifying a plurality of dynamic elementswhere each of the plurality of dynamic elements may be associated with arespective variant list of a plurality of variant lists. In someembodiments, identifying either the longest variant element or theshortest variant element may include identifying either the longestvariant element associated with each of the plurality of dynamicelements or the shortest variant element which may be included within arespective variant list which may be associated with each of theplurality of dynamic elements. Identifying either the longest variantelement or the shortest variant element included within a respectivevariant list associated with each of plurality of dynamic elements maybe based on a constraint associated between two or more dynamicelements. Generating the first instantiation of the visualrepresentation may include adjusting a formatting of the visualrepresentation based on either the longest element variant or theshortest element variant. Adjusting the formatting of the visualrepresentation may include altering a size property associated with oneor more components of the visual representation. Altering the sizeproperty associated with one or more components of the visualrepresentation may include altering the size property based on one ormore format rules.

According to an implementation, a method may include providing aframework for building a visual representation of a product concept. Thevisual representation may include one or more of a textual component anda graphical component. A designation may be received of a first elementwithin at least one of the textual component and the graphical componentas a dynamic element. The dynamic element may be associated with avariant list including one or more element variants. A second elementmay be identified corresponding to the first element. The second elementmay be linked with the first element. A selection may be received of afirst element variant from the variant list. A first instantiation ofthe visual representation may be generated including the first elementvariant as the dynamic element and including the first element variantas the second element.

One or more of the following features may be included. Receiving thedesignation of the element may include receiving a user selection of theelement from within one or more of the textual component and thegraphical component. Identifying the second element corresponding to thefirst element may include searching at least one of the textualcomponent and the graphical component based on the first element.

Linking the second element with the first element may include replacingthe second element with an escape sequence associated with the dynamicelement. Linking the second element with the first element may includereceiving a linking designation. Associating the dynamic element withthe variant list may include receiving a user input including the one ormore element variants.

The method may further include receiving a selection of a second elementvariant from the variant list. A second instantiation of the visualrepresentation may be generated including the second element variant asthe dynamic element and including the second element variant as thesecond element.

In another implementation, a system includes one or more processorsconfigured to provide a framework for building a visual representationof a product concept, the visual representation including one or more ofa textual component and a graphical component; one or more processorsconfigured to receive a designation of a first element within at leastone of the textual component and the graphical component as a dynamicelement; one or more processors configured to associate the dynamicelement with a variant list including one or more element variants; oneor more processors configured to identify a second element correspondingto the first element; one or more processors configured to link thesecond element with the first element; one or more processors configuredto receive a selection of a first element variant from the variant list;and one or more processors configured to generate a first instantiationof the visual representation including the first element variant as thedynamic element and including the first element variant as the secondelement.

One or more of the following features may be included. Receiving thedesignation of the element may include receiving a user selection of theelement from within one or more of the textual component and thegraphical component. Identifying the second element corresponding to thefirst element may include searching at least one of the textualcomponent and the graphical component based on the first element.Linking the second element with the first element may include replacingthe second element with an escape sequence associated with the dynamicelement. Linking the second element with the first element may includereceiving a linking designation. Associating the dynamic element withthe variant list may include receiving a user input including the one ormore element variants. The system may include one or more processorsconfigured to receive a selection of a second element variant from thevariant list and one or more processors configure to generate a secondinstantiation of the visual representation including the second elementvariant as the dynamic element and including the second element variantas the second element.

In another implementation, a computer program product residing on acomputer readable medium having a plurality of instructions storedthereon which, when executed by a processor, cause the processor toperform operations including providing a framework for building a visualrepresentation of a product concept, the visual representation includingone or more of a textual component and a graphical component; receivinga designation of a first element within at least one of the textualcomponent and the graphical component as a dynamic element; associatingthe dynamic element with a variant list including one or more elementvariants; identifying a second element corresponding to the firstelement; linking the second element with the first element; receiving,by the one or more processors, a selection of a first element variantfrom the variant list; and generating a first instantiation of thevisual representation including the first element variant as the dynamicelement and including the first element variant as the second element.

One or more of the following features may be included. Receiving thedesignation of the element may include receiving a user selection of theelement from within one or more of the textual component and thegraphical component. Identifying the second element corresponding to thefirst element may include searching at least one of the textualcomponent and the graphical component based on the first element.Linking the second element with the first element may include replacingthe second element with an escape sequence associated with the dynamicelement. Linking the second element with the first element may includereceiving a linking designation. Associating the dynamic element withthe variant list may include receiving a user input including the one ormore element variants. The computer program product may includereceiving a selection of a second element variant from the variant listand generating a second instantiation of the visual representationincluding the second element variant as the dynamic element andincluding the second element variant as the second element.

The details of one or more implementations are set forth in theaccompanying drawings and the description below. Other features willbecome apparent from the description, the drawings, and the claims.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

FIG. 1 diagrammatically depicts a concept development process coupled toa distributed computing network.

FIG. 2 is a flowchart of a process that may be executed by the conceptdevelopment process of FIG. 1.

FIG. 3 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 4 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 5 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 6 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 7 is a flowchart of a process that may be executed by the conceptdevelopment process of FIG. 1.

FIG. 8 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 9 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 10 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 11 is a flow chart of a process that may be executed by the conceptdevelopment process of FIG. 1.

FIG. 12 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 13 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 14 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 15 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 16 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 17 is a flow chart of a process that may be executed by the conceptdevelopment process of FIG. 1.

FIG. 18 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 19 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 20 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 21 is a flow chart of a process that may be executed by the conceptdevelopment process of FIG. 1.

FIG. 22 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 23 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 24 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

FIG. 25 graphically depicts a user interface that may be generated, atleast in part, by the concept development process of FIG. 1.

DETAILED DESCRIPTION OF THE INVENTION

As will be appreciated by one skilled in the art, the present inventionmay be embodied as a method, system, or computer program product.Accordingly, the present invention may take the form of an entirelyhardware embodiment, an entirely software embodiment (includingfirmware, resident software, micro-code, etc.) or an embodimentcombining software and hardware aspects that may all generally bereferred to herein as a “circuit,” “module” or “system.” Furthermore,the present invention may take the form of a computer program product ona computer-usable storage medium having computer-usable program codeembodied in the medium.

Any suitable computer usable or computer readable medium (also hereinreferred to as a computer readable medium and/or a storage deviceassociated with a computing device or client electronic device) may beutilized. The computer-usable or computer-readable medium may be, forexample but not limited to, an electronic, magnetic, optical,electromagnetic, infrared, or semiconductor system, apparatus, ordevice. More specific examples (a non-exhaustive list) of thecomputer-readable medium would include the following: an electricalconnection having one or more wires, a portable computer diskette, ahard disk, a random access memory (RAM), a read-only memory (ROM), anerasable programmable read-only memory (EPROM or Flash memory), anoptical fiber, a portable compact disc read-only memory (CD-ROM), anoptical storage device. In the context of this document, acomputer-usable or computer-readable medium may be any non-transitorymedium that can contain, store, communicate, or transport the programfor use by or in connection with the instruction execution system,apparatus, or device.

Computer program code for carrying out operations of the presentinvention may be written in an object oriented programming language suchas Java, Smalltalk, C++ or the like. However, the computer program codefor carrying out operations of the present invention may also be writtenin conventional procedural programming languages, such as the “C”programming language or similar programming languages, and/or inscripting languages such as JavaScript programming language or theGroovy programming language. Furthermore, various applicationprogramming interfaces (APIs) and/or application development frameworkssuch as the Dojo or Grails development frameworks may be used in writingthe computer program. The program code may execute entirely on theuser's computer, partly on the user's computer, as a stand-alonesoftware package, partly on the user's computer and partly on a remotecomputer or entirely on the remote computer or server. In the latterscenario, the remote computer may be connected to the user's computerthrough a local area network (LAN) or a wide area network (WAN), or theconnection may be made to an external computer (for example, through theInternet using an Internet Service Provider).

The present invention is described below with reference to flowchartillustrations and/or block diagrams of methods, apparatus (systems) andcomputer program products according to embodiments of the invention. Itwill be understood that each block of the flowchart illustrations and/orblock diagrams, and combinations of blocks in the flowchartillustrations and/or block diagrams, can be implemented by computerprogram instructions. These computer program instructions may beprovided to a processor of a general purpose computer, special purposecomputer, or other programmable data processing apparatus to produce amachine, such that the instructions, which execute via the processor ofthe computer or other programmable data processing apparatus, createmeans for implementing the functions/acts specified in the flowchartand/or block diagram block or blocks.

These computer program instructions may also be stored in acomputer-readable memory that can direct a computer or otherprogrammable data processing apparatus to function in a particularmanner, such that the instructions stored in the computer-readablememory produce an article of manufacture including instructions whichimplement the function/act specified in the flowchart and/or blockdiagram block or blocks.

The computer program instructions may also be loaded onto a computer orother programmable data processing apparatus to cause a series ofoperational steps to be performed on the computer or other programmableapparatus to produce a computer implemented process such that theinstructions which execute on the computer or other programmableapparatus provide steps for implementing the functions/acts specified inthe flowchart and/or block diagram block or blocks.

Referring to FIG. 1, there is shown concept development process 10 thatmay reside on and may be executed by server computer 12, which may beconnected to network 14 (e.g., the Internet or a local area network).Examples of server computer 12 may include, but are not limited to: apersonal computer, a server computer, a series of server computers, amini computer, and a mainframe computer. Server computer 12 may be a webserver (or a series of servers) running a network operating system,examples of which may include but are not limited to: Microsoft®Windows® Server; Novell® NetWare® or Red Hat® Linux®, for example.(Microsoft and Windows are registered trademarks of MicrosoftCorporation in the United States, other countries or both; Novell andNetWare are registered trademarks of Novell Corporation in the UnitedStates, other countries or both; Red Hat is a registered trademark ofRed Hat Corporation in the United States, other countries or both; andLinux is a registered trademark of Linus Torvalds in the United States,other countries or both.)

As will be described in greater detail below, concept developmentprocess 10 may provide a framework for building a visual representationof a product concept. The visual representation may include one or moreof a textual component and a graphical component. Concept developmentprocess 10 may also receive a designation of an element within at leastone of the textual component and the graphical components as a dynamicelement. The dynamic element may be associated with a variant listincluding one or more element variants. Concept development process 10may receive a selection of a first element variant from the variantlist. Concept development process 10 may also generate a firstinstantiation of the visual representation including the first elementvariant as the dynamic element.

The instruction sets and subroutines of concept development process 10,which may include one or more software modules, and which may be storedon storage device 16 coupled to server computer 12, may be executed byone or more processors (not shown) and one or more memory modules (notshown) incorporated into server computer 12. Storage device 16 mayinclude but is not limited to: a hard disk drive; a solid state drive, atape drive; an optical drive; a RAID array; a random access memory(RAM); and a read-only memory (ROM).

Server computer 12 may execute a web server application, examples ofwhich may include but are not limited to: Microsoft IIS, NovellWebserver™, or Apache® HTTP Server, Apache® Tomcat® application server,that allows for HTTP (i.e., HyperText Transfer Protocol) access toserver computer 12 via network 14 (Webserver is a trademark of NovellCorporation in the United States, other countries, or both; and Apacheand Tomcat are registered trademarks of Apache Software Foundation inthe United States, other countries, or both). Network 14 may beconnected to one or more secondary networks (e.g., network 18), examplesof which may include but are not limited to: a local area network; awide area network; or an intranet, for example.

In general, concept development process 10 may provide a framework forbuilding a visual representation of a product concept. For example,concept development process 10 may allow text and/or graphics associatedwith the concept to be developed, arranged and/or manipulated. Thevisual representation may include, but is not limited to, productinformation, e.g., for market study or consumer focus group research,advertisements, whether in print or online, advertisement campaigns,promotional campaigns; package designs; architectural designs; websiteand e-commerce site designs, including navigation schemes; the design orgraphical user interfaces for computers and other electronic devices.Concept development process 10 may be accessed by one or more clientapplications, e.g., client applications 22, 24, 26, 28, therebyfacilitating virtual meetings and/or remote collaboration. Examples ofclient application 22, 24, 26, 28 may include, but are not limited to,web browsers (e.g., Safari®, Chrome®, Internet Explorer®; Safari is atrademark of Apple Inc. in the United States, other countries, or both;Chrome is a trademark of Google Inc. in the United States, othercountries, or both; Internet Explorer is a trademark of MicrosoftCorporation in the United Sates, other countries, or both) or purposespecific application that permit access to concept development process.

In addition/as an alternative to being a server-side process, theconcept development process may be a client-side process (not shown)that may reside on a client electronic device (described below) and mayinteract with a client application (e.g., one or more of clientapplications 22, 24, 26, 28). Further, the concept development processmay be a hybrid server-side/client-side process that may interact withserver-side concept development process and a client application (e.g.,one or more of client applications 22, 24, 26, 28). As such, the conceptdevelopment process may reside, in whole, or in part, on server computer12 and/or one or more client electronic devices.

The instruction sets and subroutines of client applications 22, 24, 26,28, which may be stored on storage devices 30, 32, 34, 36 (respectively)coupled to client electronic devices 38, 40, 42, 44 (respectively), maybe executed by one or more processors (not shown) and one or more memorymodules (not shown) incorporated into client electronic devices 38, 40,42, 44 (respectively). Storage devices 30, 32, 34, 36 may include butare not limited to: hard disk drives; solid state drives, tape drives;optical drives; RAID arrays; random access memories (RAM); read-onlymemories (ROM), compact flash (CF) storage devices, secure digital (SD)storage devices, and a memory stick storage devices. Examples of clientelectronic devices 38, 40, 42, 44 may include, but are not limited to,personal computer 38, laptop computer 40, mobile computing device 42(such as a smart phone, netbook, tablet computer or the like), notebookcomputer 44, for example. Each of client electronic devices 38, 40, 42,44 may execute an appropriate operating system, for example, Mac OS,iOS, Android OS, Windows, or other suitable operating system. (Mac OS isa trademark of Apple Inc. in the United States, other countries, orboth; iOS is a trademark of Cisco Systems, Inc.; Android is a trademarkof Google Inc. in the United States, other countries, or both; Windowsis a trademark of Microsoft Corporation in the United Sates, othercountries, or both.)

Using client applications 22, 24, 26, 28, users 46, 48, 50, 52 mayaccess concept development process 10 and may e.g., create visualrepresentations of a product concept. Users 46, 48, 50, 52 may accessconcept development process 10 directly through the device on which theclient application (e.g., client applications 22, 24, 26, 28) isexecuted, namely client electronic devices 38, 40, 42, 44, for example.Users 46, 48, 50, 52 may access concept development process 10 directlythrough network 14 or through secondary network 18. Further, servercomputer 12 (i.e., the computer that executes concept developmentprocess 10) may be connected to network 14 through secondary network 18,as illustrated with phantom link line 54.

The various client electronic devices may be directly or indirectlycoupled to network 14 (or network 18). For example, personal computer 38is shown directly coupled to network 14 via a hardwired networkconnection. Further, notebook computer 44 is shown directly coupled tonetwork 18 via a hardwired network connection. Laptop computer 40 isshown wirelessly coupled to network 14 via wireless communicationchannel 56 established between laptop computer 40 and wireless accesspoint (i.e., WAP) 58, which is shown directly coupled to network 14. WAP58 may be, for example, an IEEE 802.11a, 802.11b, 802.11g, Wi-Fi, and/orBluetooth device that is capable of establishing wireless communicationchannel 56 between laptop computer 40 and WAP 58. Mobile computingdevice 42 is shown wirelessly coupled to network 14 via wirelesscommunication channel 60 established between mobile computing device 42and cellular network/bridge 62, which is shown directly coupled tonetwork 14.

As is known in the art, all of the IEEE 802.11x specifications may useEthernet protocol and carrier sense multiple access with collisionavoidance (i.e., CSMA/CA) for path sharing. The various 802.11xspecifications may use phase-shift keying (i.e., PSK) modulation orcomplementary code keying (i.e., CCK) modulation, for example. As isknown in the art, Bluetooth is a telecommunications industryspecification that allows e.g., mobile phones, computers, and personaldigital assistants to be interconnected using a short-range wirelessconnection.

In general, concept development process 10 may provide one or more toolsand/or features that may facilitate the development of product concepts.As used herein, a “product” may include either a product or a service inthe most general commercial sense. Examples of products may include, forexample, fast moving consumer goods as may be found in a supermarket,such as: salad dressing, frozen dinners, dairy products, laundrydetergent, fabric softener, disposable utensils, pet food and other petsupplies such as cat litter, soap, shampoo, toothpaste and otherpersonal grooming products and cosmetics. Other examples of products mayinclude consumer goods such as cameras, personal computers, gamingconsoles, telephone handsets. Products may also include durables goodssuch as automobiles and their accessories, white goods (washers, dryers,dishwashers, refrigerators), television sets, musical instruments,furniture, building materials, and so on. Products may also includesporting goods such as skis, ski boots, tennis rackets, bicycle,athletic shoes, and so on. Products may also include clothing andapparel such as shoes, ties, shirts, dresses, coats, and so on. Productsas used herein may also include pharmaceutical products, bothover-the-counter remedies such as analgesics, cold and flu medications,and antacids, as well as prescription drugs for various conditions suchas COPD, diabetes, high blood pressure and elevated cholesterol levels,as well as medical devices and their accessories.

Services, which may also be included under the general term “products”may include, for example, financial services offerings such as creditcards plans, checking, savings and investment accounts; investmentsproducts such as mutual funds and retirement plans; insurance productssuch as life insurance policies or health insurance plans. Otherexamples of services may include telecommunications plans for cellulartelephones or for internet access, cable TV and land-line telephoneservice; transportation services; vacation plans; news delivery plans,and so on. Further examples of products and services as used herein mayinclude restaurant menus and offerings, including those of fast-foodrestaurants.

Products may also include, without limitation, advertisements, whetherin print or online, advertisement campaigns, promotional campaigns;products and services catalogues; package designs; architecturaldesigns; website and e-commerce site designs, including websitenavigation schemes; the design or graphical user interfaces forcomputers and other electronic devices; storyboards for TV or onlinevideo advertisements; storyboards for movies, movie trailers, TV series,and so on.

In the fast moving consumer goods industry for example, where productinnovation and testing are conducted with high frequency, therepresentation of a new product idea may often follow a relativelystandardized structure. For example, typically, a concept “card” orconcept representation may be generated, and may include elements suchas: a) a brand name and a sub-brand if applicable, and an associatedbrand logo; b) an insight or need state, that may typically include asmall paragraph setting out the consumer need or pain point, which theproduct proposes to address; c) a paragraph introducing the new productand setting out its benefits, which may generally address the above needstate; d) one or more sentences listing features of the product; e) areason(s)-to-believe paragraph, explaining how the features wouldfunction to address the need state and deliver the above stated benefit;f) a representation of the product form or package design; g) moodimagery. Additional/alternative elements and/or combinations of elementsmay be equally utilized. For example, in the case of a pharmaceuticalproduct, the relevant elements used to represent the product mayinclude: a) the condition to be treated and the prescribing context; b)the drug form and dosage; c) one or more efficacy claims for the drug;d) one or more potential side effects; e) relative cost of a dose.

Concept development process may include one or more tools and orfeatures that may facilitate the development, organization, andpresentation of several variants for one or more of the elements listedin the above examples for possible consideration of use associated withthe product. For example, several need states for which a new productwould be relevant may be developed; furthermore, several ways ofdescribing each of the need states may also be developed. As anotherexample, a pharmaceutical scientist may be considering a given compoundfor treating different conditions, and may be considering a range ofdosing options. As a result of the combinatorial nature of thesituation, the number of potential variations on a given idea canquickly rise to hundreds and thousands of alternatives, often exceedingseveral millions. For example, it only takes 10 variants for each of 6elements to generate 1 million alternatives for a given idea. Conceptdevelopment process 10 may include one or more tools and/or featuresthat may facilitate the development, organization, and presentation ofvarious combinations of the various elements.

Referring also to FIG. 2, according to one aspect, concept developmentprocess 10 may provide 100 a framework for building a visualrepresentation of a product concept. The visual representation mayinclude one or more of a textual component and a graphical component.Concept development process 10 may also receive 102 a designation of anelement within at least one of the textual component and the graphicalcomponents as a dynamic element. The dynamic element may be associated104 with a variant list including one or more element variants. Conceptdevelopment process 10 may receive 106 a selection of a first elementvariant from the variant list. Concept development process 10 may alsogenerate 108 a first instantiation of the visual representationincluding the first element variant as the dynamic element.

A visual representation of a concept may, for example, be used todescribe and communicate an idea, such as a new product or serviceconcept. Referring also to FIG. 3, concept development process 10 mayprovide 100, a framework for developing a visual representation of aconcept. For example, in an embodiment, concept development process 10may, for example, allow a user (e.g., user 46) to select, via clientapplication 22, a template upon which to build the visualrepresentation. For example, concept development process may providetemplate selection interface 200. Template selection interface may allowuser 46 to select various template attributes. For example, conceptdevelopment process 10 may allow user to select (e.g., via an onscreenpointer controlled by a pointing device, such as a mouse; not shown) avisual representation orientation (e.g., from within frame 202), ageneral visual representation structure (e.g., from within frame 204)and a visual representation layout (e.g., from within frame 206).Further, concept development process 10 may provide preview 208 of thetemplate for the visual representation. While template selectioninterface 200 has been shown including various template orientations,structures, and layouts, such features are intended for the purpose ofillustration only, and should not be construed as a limitation on thepresent disclosure as other template selection interfaces, and featurestherein, may be equally utilized. In addition/as an alternative to theuse of a template selection interface, the orientation, structure, andlayout for the visual representation may be otherwise defined by theuser, e.g., through the placement of text boxes and/or graphicalcomponents within an unconstrained framework. Further, in someembodiments, the user may utilize a previously constructed visualrepresentation of a concept (either a related concept or an unrelatedconcept) that may be modified (in content and/or structure and/orlayout) for the creating a new visual representation of a new concept.

Referring also to FIG. 4, in an example embodiment, visualrepresentation user interface 300 for developing a visual representation340 of a product concept may include one or more of a textual component(e.g., textual components 302, 304) and a graphical component (e.g.,graphical components 306, 308, 310). Additionally, one or more of thetextual components and/or graphical components may be further dividedinto subcomponents (e.g., textual component 304 may includesubcomponents 312, 314). Concept generation process 10 may receive 102 adesignation of an element within at least one of the textual componentsand the graphical components as a dynamic component. Element within atleast one of the textual components and the graphical components mayinclude a portion of a textual component or a graphical component,and/or the element may, in some embodiments, include the entirety of atextual component or a graphical component. For example, the element mayinclude an image within a graphical component and/or may include one ormore words (e.g., a word, a word fragment, and/or portions thereof,which may include one or more characters, symbols, and/orcharacter/symbol strings, etc.).

In an embodiment, a dynamic element may include an element that maychange. For example, the dynamic element may change to provide differentcontent. Additionally/alternatively, the dynamic element may change totake a different content form (e.g., may change to replace a textualelement with a graphical element, or may change to replace a graphicalelement with a textual element). Further, in some embodiments, thedynamic element may change to replace one of a textual element or agraphical element with a mixed element (e.g., an element including bothtext and graphics).

Receiving 102 the designation of the element may include receiving 110 auser selection of the element from within one or more of the textualcomponent and the graphical component. For example, and referring alsoto FIG. 5, user 46 may wish to make a portion of the text within textualcomponent 304 dynamic. Accordingly, user 46 may select the desired textthat user 46 intends to designate as a dynamic element (e.g., element316), for example, by highlighting the text using onscreen pointer 318.Further, user 46 may designate element 316 as being a dynamic element,e.g., by selecting variant button 320 from within the menu bar. Inadditional/alternative embodiments, user 46 may designate element 316 asbeing a dynamic element by right-clicking on highlighted element 316,e.g., which may result in concept development process rendering apop-up, or other user interface (not shown), which may provide theoption to designate the selected element as being a dynamic element.

In an embodiment, receiving 102 the designation of the element mayinclude identifying 112 an escape sequence within one or more of thetextual component and the graphical component. For example, andreferring still to FIG. 5, user 46 may replace (e.g., via text editingfunctionality provided by concept development process 10) the text “Coolconfident and indulgent. Cocktails make you the perfect host” with anescape sequence (e.g., $Text Element A$; not shown).Additionally/alternatively, during creation of textual component 304,rather than providing the text “Cool confident and indulgent. Cocktailsmake you the perfect host,” user 46 may provide (e.g. input via clientapplication 22) the escape sequence. Concept development process 10 mayidentify 112 the escape sequence $Text Element A$ as being an indicationof a dynamic element having an identifier “Text Element A.” In responseto identifying 112 the escape sequence, concept development process 10may receive 102 a designation of the escape sequence as a dynamicelement.

Concept development process 10 may associate 104 the dynamic elementwith a variant list including one or more element variants. For example,concept development process 10 may generate a list (e.g., list interface322 in visual representation interface 300). Concept development process10 may link the list to dynamic element 316 in visual representationinterface 300. In an embodiment, the list (e.g., represented in listinterface 322) may include an identifier of the dynamic element (e.g.,dynamic element name 324, “Text Element A”). The list may include one ormore element variants (e.g., elements that may be utilized as thedynamic element in a visual representation of the design concept).

In an embodiment, associating 104 the dynamic element with the variantlist may include receiving 114 a user input including the one or moreelement variants. In an embodiment in which user 46 may select anelement from within visual representation interface 300 as dynamicelement 316, concept development process 10 may provide the selectedelement as first element variant 326 (namely “Cool, confident, andindulgent. Cocktails make you the perfect host,” in the illustratedexample). In an embodiment in which user 46 may provide an escapesequence that may be identified 112 by concept development process 10,concept development process 10 may provide an input field that may allowuser 46 to define one or more element variants that may be utilized asdynamic element 316.

In an embodiment, concept development process 10 may provide aninterface (e.g., input field 328) through which user 46 may input one ormore additional element variants. In response to user 46 entering anelement variant into input field 328 and selecting add button 330,concept development process 10 may receive 114 the user input includingthe additional element variants, and may include the additional elementvariants in the associated 104 list. For example, and referring also toFIG. 6, list 322 associated 104 with dynamic element 316 may include aplurality of element variants (e.g., element variants 326, 332, 334,336). In addition/as an alternative to inputting individual elementvariants, in some embodiments, a link to a spreadsheet (which mayinclude textual component, links to graphical components, or the like),CSV file (which may include textual component, links to graphicalcomponents, or the like), image url's, etc. may be provided (e.g., inputinto input field 328). In response to inputting a link or otherreference, concept development process may import element variantsassociated with a link or referenced file, and may add such elementvariants to the variant list.

Concept development process 10 may receive 106 a selection of a firstelement variant from the list. For example, as shown in FIG. 5, elementvariant 326 may be selected by user 46, e.g., by selecting, via onscreenpointer 318, bullet 338 associated with element variant 326 in list 322.In addition/as an alternative to receiving 106 a selection based on auser input, concept development process 10 may receive a selection of afirst element variant from the variant list based on one or moreconfiguration settings and/or rules. For example, a configurationsetting may include a random selection of a first element variant fromthe variant list. In another example, a configuration setting mayinclude a selection of the first element variant added to the variantlist, the last element variant added to the variant list, or otherelement variant included on the list. Various additional/alternativeconfiguration settings and/or rules may be implemented for selection ofthe first element variant that may be received 106 by conceptdevelopment process. One or more of the configuration setting and/orrules may be invoked, e.g., based on a user selection, e.g., for arandom selection, or other similar invocation.

In response to receiving 106 the selection of the first element variantfrom list 322, concept development process 10 may generate 108 a firstinstantiation of the visual representation 340. First instantiation ofthe visual representation 340 may include the first element variant(i.e., “Cool, confident, and indulgent. Cocktails make you the perfecthost,” in the illustrated embodiment) as the dynamic element.

In an embodiment, concept development process 10 may receive 116 aselection of a second element variant from list 322. For example, asshown in FIG. 6, user 46 may select, via onscreen pointer 318, bullet342 associated with element variant 336 (i.e., “Our mixologists havetaken the guesswork out of serving sophisticated cocktails with theirready to serve top-shelf collection”) from list 322. In response to user46 selecting bullet 342, concept development process 10 may generate 118a second instantiation of the visual representation 344, shown in FIG.6. Second instantiation of the visual representation 344 may include thesecond element variant (i.e., “Our mixologists have taken the guessworkout of serving sophisticated cocktails with their ready to servertop-shelf collection”) as the dynamic element.

Consistent with the foregoing, in an embodiment, the concept developmentprocess may allow an element within a visual representation of a conceptto be designated as a dynamic element. The concept development processmay further associate a list of element variants with the dynamicelement. The list of element variants may include one, or more than one,element variants. The concept development process may further allowdifferent element variants to be utilized as the dynamic element invarious instantiations of the visual representation of the concept,e.g., in response to receiving a selection of an element variant. Forexample, in response to a user selecting a desired element variant, theconcept development process may automatically generate an instantiationof the visual representation of the concept, in which the selectedelement variant may be utilized as the dynamic element for the purposesof the instantiation of the visual representation. As such, it may bepossible for the user to create multiple different instantiations ofvisual representation of the concept, including different elementvariants, without having to manually revise the visual representation.

In some embodiments, it may be desirable to suppress the appearance ofcertain element variants together in a single concept representation.For example, combinations of elements variants may not be desirable tobe shown to decision makers or to potential consumers, for differentreasons. For example, in a frozen dinner concept, a product form thatconsists of a metallic pan should not be shown with “Microwavable” as afeature, due to physical incompatibility. Similarly, an “All natural”benefit statement may not desirably appear with “Sweetened withaspartame” as an ingredient, e.g., for legal reasons. As a furtherexample, certain combinations of elements such as expensive packagingand expensive ingredients may result in the production cost exceeding acertain limit. Accordingly, it may be desirable to limit suchcombinations and/or identify such combinations. In and exampleembodiment, concept development process 10 may provide the ability toestablish constraints that may prevent and/or identify combinations ofelements that may be undesired.

Referring also to FIG. 7, according to one aspect, concept developmentprocess 10 may provide 400 a framework for building a visualrepresentation of a product concept. The visual representation mayinclude one or more of a textual component and a graphical component.Concept development process 10 may also receive 402 a designation of afirst element within at least one of the textual component and thegraphical components as a first dynamic element. Concept developmentprocess 10 may receive 404 a designation of a second element within atleast one of the textual component and the graphical component as asecond dynamic element. Concept development process 10 may associate 406the first dynamic element with a first variant list including one ormore first element variants. Concept development process 10 may alsoassociate 408 the second dynamic element with a second variant listincluding one or more second element variants. Concept developmentprocess 10 may associate 410 a constraint between at least one of theone or more first element variants and at least one of the one or moresecond element variants. In some embodiments, the first dynamic elementand the second dynamic element may include the same element. In such anembodiment, the constraint may be associated between two or more elementvariants associated with the same dynamic element, e.g., as may be thecase of a combination dynamic element, in which a single dynamic elementmay be replaced by a plurality of element variants. Concept developmentprocess 10 may receive 412 a selection of a first element variant fromthe first variant list. Concept development process 10 may also receive414 a selection of a second element variant from the second variantlist. A first instantiation of the visual representation may begenerated including the first element variant as the first dynamicelement and the second element variant as the second dynamic elementbased upon the constraint.

For example, and referring also to FIG. 8, concept development process10 may provide 400 a framework for building a visual representation of aproduct concept. The framework for building the visual representation ofthe product concept may include visual representation user interface 500for developing a visual representation 502 of a product concept. Thevisual representation 502 of the product concept may include one or moreof a textual component (e.g., textual components 504, 506) and agraphical component (e.g., graphical components 508, 510). For example,in the illustrated embodiment, textual component 504 may include aproduct name, and textual component 506 may include product attributes.Similarly, in the illustrated embodiment, graphical component 508 mayinclude a graphical product attribute (e.g., a graphical representationof an ingredient), and graphical component 510 may include a depictionof the product. Various additional/alternative textual and/or graphicalcomponents may also be included, depending upon product and productconcept.

Concept development process 10 may receive 402 a designation of a firstelement within at least one of the textual components and the graphicalcomponents as a first dynamic element. For example, in a mannergenerally analogous to that described with reference to FIGS. 4 through6, a user (e.g., user 46) may select a textual element (e.g., textualelement 506) using an onscreen pointer (not shown) controlled by aninput device, such as a mouse (not shown). User 46 may further selectvariant button 512 from a toolbar associated with visual representationuser interface 500. In response to user 46 selecting variant button 512,concept development process 10 may receive 402 a designation of textualcomponent 506 as a dynamic element. In various additional/alternativeembodiments, the concept development process may receive the designationof the textual element as a dynamic element in response to, e.g., apop-up interface, or other suitable interface. Further, in someembodiments, the concept development process may receive the designationof the textual element as a dynamic element in response to identifyingan escape sequence.

Similarly, concept development process 10 may receive 404 a designationof a second element within at least one of the textual component and thegraphical component as a second dynamic element. For example, in asimilar manner as described above, user 46 may select graphical element508 using onscreen pointer (not shown). User 46 may further selectvariant button 512 from the toolbar associated with visualrepresentation user interface 500. In response to user 46 selectingvariant button 512, concept development process 10 may receive 404 adesignation of graphical element 508 as a dynamic element. In variousadditional/alternative embodiments, the concept development process mayreceive the designation of the graphical element as a dynamic element inresponse to, e.g., a pop-up interface, or other suitable interface.Further, in some embodiments, the concept development process mayreceive the designation of the graphical element as a dynamic element inresponse to identifying an escape sequence.

Concept development process 10 may associate 406 the first dynamicelement with a first variant list including one or more first elementvariants. Further, and in a generally similar manner, conceptdevelopment process 10 may also associate 408 the second dynamic elementwith a second variant list including one or more second elementvariants. For example, and with continued reference to FIG. 8, uponreceiving a designation of graphical element 508 as the second dynamicelement, concept development process 10 may render variant panel 514. Asshown, variant panel may include an identifier associated with thesecond dynamic element (e.g., “Flavor,” in the illustrated example).Further, panel 514 may include a second variant list including one ormore second element variants (e.g., second element variants 516, 518,520). In the illustrated embodiment, the second variant list may bepopulated (e.g., second element variants may be added and/or removedfrom the second variant list) by user 46 selecting (e.g., using theonscreen pointer) “add image variant” button 522 (in the case of agraphical dynamic element). Upon selecting “add image variant” button522, concept development process 10 may enable user 46 to add a secondelement variant. For example, concept development process 10 may enableuser 46 to input an element variant (e.g., an image in the instance of agraphical dynamic element, for example by selecting an image file and/orcreating an image using an image editing application, not shown), addelement variant properties (e.g., an element variant identifier), andthe like. Similarly, concept development process 10 may enable user 46to remove an element variant from the variant list, e.g., by selecting(e.g., using the onscreen pointer) a remove button (e.g., “x” icon 524)associated with one or more of the element variants (e.g., elementvariant “Mango Maniac,” in the illustrated embodiment). In response touser 46 selecting remove button 524, concept development process mayremove the selected element variant from the variant list.

In an additional/alternative embodiment, a user may provide a link,address, or other reference to a file or location including one or moreelement variants and/or a variant list. Concept development process 10may add the one or more element variants to the variant list, and/or mayimport and/or otherwise associate the dynamic element with the one ormore element variants and/or the variant list. An example of a fileincluding one or more textual element variants may include a spreadsheetfile, a CSV file, or other similar file. Similarly, an example of areference that may be used for importing one or more graphical elementvariants may include, e.g., one or more image url's and associatedvariant names. In some embodiments, one or more image url's and/or imagenames may be included within a spreadsheet, CSV file, or the like.Concept development process 10 may associate 406 the first dynamicelement with a first variant list including one or more first elementvariants in a similar manner as described with respect to the seconddynamic element.

Concept development process 10 may associate 410 a constraint between atleast one of the one or more first element variants and at least one ofthe one or more second element variants. For example, in an exampleembodiment, from within visual representation user interface 500, user46 may select “constraints” button 526 from the toolbar. In response touser 46 selecting “constraints” button 526, and referring also to FIG.9, concept development process 10 may render user interface 550. Userinterface 550 may include, for example a pop-up window, a new display,or other suitable interface. In the illustrated example, user interface550 may display a selection option, such as pull-down menu 552, e.g.,which may allow user 46 to select a first dynamic element. In theillustrated embodiment, user 46 may have selected the first dynamicelement. In an additional/alternative embodiment, concept developmentprocess 10 may present, by default and/or based on one or moreconfiguration rules and/or preferences, one of the dynamic. For example,based on one or more rules, concept development process 10 may presentthe last element selected from within visual representation 502 as thefirst dynamic element.

As shown, user interface 550 may further include identifier 554 of thedisplayed dynamic element (e.g., “claims” in the illustratedembodiment). Further, user interface 550 may include a variant list(e.g., first variant list 556) that may include the one or more firstelement variants. User 46 may select a one of the first element variantse.g., by clicking on one of the first element variants (for examplefirst element variant 558 “80% pure fruit juice, has been selected inthe illustrated example). Further, user interface 550 may include anidentifier of one or more additional dynamic elements (e.g., identifierof dynamic elements 560, 562, 564). User 46 may select (e.g., via anonscreen pointer) an identifier associated with one or the additionaldynamic elements. For example, user 46 may select identifier 564 (e.g.,“flavor” in the illustrated embodiment). Upon selecting identifier 564,concept development process 10 may provide second variant list 566,e.g., which may include the one or more second element variants.Additionally/alternatively, one or more additional dynamic variant listsmay be provided by default, e.g., based on configuration rule,preference setting, based on user selection and/or activities withinvisual representation 502, or the like.

In an embodiment, the constraint may include a prohibitory constraint.For example, the prohibitory constraint may designate one or more secondelement variants as being incompatible and/or undesirable in combinationwith selected first element variant. Additionally/alternatively, theconstraint may include a permissive constraint. For example, thepermissive constraint may designate one or more second element variantsas desirable and/or required in combination with the selected firstelement variant. In an embodiment, user interface 550 may includeindicators 568, 570 indicating the type or form of constraint in use.For example, in the illustrated embodiment, indicators 568, 570 mayindicate a logical “if showing X then Y is allowed/prohibited”constraint form. Another logical constraint form may include “if showingX then must show Y”.

The constraints, either prohibitory or permissive, may be based on oneof a business rule, a logical rule or an algebraic rule. For example, aprohibitory business rule may prevent a combination that may bemonetarily undesirable (e.g., the combination of variants may result ina higher cost than desired), legally undesirable (e.g., a combinationsuch as “all natural” and “sweetened with aspartame”), or otherwise beundesirable for business reasons. An example of a logical rule mayinclude, for example, an indication of strawberry flavoring incombination with a picture of a pineapple. An example, of an algebraicrule may include, for example, an indication of a $29.99 price incombination with a indicator of “three easy payments of $19.99.” Theforegoing examples of business, logical, and algebraic rules areintended only for the purpose of illustration, and not of limitation.Various additional and/or alternative bases for constraints will bereadily appreciated.

In an embodiment, concept development process 10 may receive anindicator of constraints associated between two or more elementvariants. For example, via user interface 550 user 46 may set aconstraint (e.g., a prohibitory constrain in the illustrated embodiment)between selected first element variant 558 and one or more secondelement variants from within the second variant list. As shown eachsecond element variant may include an indicator (e.g., indicator 572,574) indicating whether a combination is prohibited or allowed. User 46may select, via an onscreen pointer, one or more toggle button 572,574to toggle a constraint for a given second element variant betweenprohibited and allowed. For example, in the illustrated embodiment aprohibitory constraint may be associated between the first elementvariant “80% pure fruit juice” and each of the second element variants“Magnificent Mint,” “Candid Carrot,” and “Groovy Ginger,” e.g., based ona user selection of a constraint toggle button associated with each ofthe second element variants. Similarly, a non-prohibitory constraint(and/or no constraint) may be associated between the first elementvariant “80”% pure fruit juice” and each of the second element variants“Killer Kiwi,” “Mango Maniac,” and “Crazy Coconut,” e.g., based on auser selection of a toggle button associated with each of the secondelement variants.

In some embodiments, in the case of a prohibitory constrain each of thesecond element variants may be prohibited or allowed by default (e.g.,based on configuration rule, preference, etc.). Correspondingly, in someembodiments, in the case of a permissive constraint each of the secondelement variants may be required or not required by default. Variousadditional/alternative implementations may be equally utilized.Accordingly, a default constraint may be established between one or morefirst element variants and one or more second element variants. Conceptdevelopment process 10 may receive an indicator of constraints based onuser selection and/or default constraints associated between two or morevariant elements.

Concept development process 10 may receive 412 a selection of a firstelement variant from the first variant list. Additionally, conceptdevelopment process 10 may also receive 414 a selection of a secondelement variant from the second variant list. For example, in a similarmanner as discussed with reference to FIG. 6, a first element variantmay be selected from the first variant list and a second element variantmay be selected from the second variant list. Selection of the firstelement variant and/or the second element variant may be based on a userselection of an element variant from within the first variant listand/or the second variant list. In response to a user selection of afirst element variant and/or a second element variant, conceptdevelopment process 10 may receive 412, 414 the selection of the firstelement variant and/or the second element variant. In addition/as analternative to receiving 412, 414 a selection of a first element variantand/or a second element variant in response to a user selection, conceptdevelopment process 10 may receive a selection of a first elementvariant based on a configuration rule, preference setting, or the like.For example, concept development process 10 may receive 412, 414, aselection of the first element variant and/or the second element variantbased on random selection of a first element variant from within firstvariant list, based on an element variant attribute (e.g., textuallyand/or graphically largest element variant; order in which the elementvariants were added to the variant list, etc.), and/or otherwiseselected.

In response to receiving 412, 414 a selection of a first element variantand a second element variant, concept development process 10 maygenerate 416 a first instantiation of the visual representationincluding the first element variant as the first dynamic element and thesecond element variant as the second dynamic element based upon theconstraint (e.g., the first instantiation of the visual representationmay take into account any constraints between the first dynamic elementand the second dynamic element. For example, and referring also to FIG.10, “80% natural fruit juice” may have been selected as the firstelement variant, and a mint leaf graphical may have been selected as thesecond element variant. Accordingly user interface 600 may include firstinstantiation 602 of the visual representation of the product conceptincluding, in part, “80% natural fruit juice” as first dynamic element506, and a graphical of mint leaves as second dynamic element 508.

As discussed above with reference to FIG. 9, a prohibitory constraintmay be associated between the first element variant “80% natural fruitjuice” and the second element variant “Magnificent Mint” (e.g.,including a displayed second element variant including a mint leafgraphical). Accordingly, and referring also to FIG. 10, in anembodiment, generating 416 first instantiation 602 of the visualrepresentation based on the constraint may include generation 418 anerror based on the constraint. In an embodiment, generating 418 theerror may include providing a visual warning. For example, as shown inFIG. 10, first instantiation 602 of the visual representation mayinclude prohibition symbol 604.

In an embodiment, the error may include an identification of theconstraint violation. For example, while not shown, the firstinstantiation of the visual representation of the product concept mayinclude an indicator of the first dynamic element and the second dynamicelement, e.g., via a graphical indicator such as highlighting, displayof an error symbol (e.g., a red “X”, etc.) in place of the first dynamicelement and the second dynamic element, and/or otherwise identifying theconstraint violation. Additionally/alternatively, the warning mayinclude an identification of the constraint. For example, the firstinstantiation of the visual representation may include a pop-upincluding the first element variant and the second element variant andthe violated constraint. In some embodiments, the first instantiation ofthe visual representation may include a natural language explanation ofthe violation (e.g., “combination of 80% pure fruit juice andMagnificent Mint is not permitted”). In still further embodiments, thewarning may include a suggestion of an alternate second element variant,e.g., based on constraints associated between the first element variantand one or more second element variants. In some embodiments, in theevent of a constraint violation, generating 416 the first instantiationof the visual representation based on the constraint may include afailure to generate a visual representation of the product concept.

In some embodiments, constraints may be associated between elementvariants within one of the first variant list and the second variantlist. That is, constraints may be associated between element variantswithin the same variant list, rather than between element variants fromdifferent variant lists. For example, in some embodiments, each of thefirst dynamic element and the second dynamic element may be associatedwith the same variant list. In such an embodiment, an instantiation ofthe visual representation may include one or more dynamic elements thatmay provide one or more element variants from the same variant list.Constraints may be associated between element variants of the samevariant list. For example, a constraint may require that if a dynamicelement include a first element variant, then another dynamic elementmust include one, or more than one, specific second element variant fromthe variant list. In a related manner, a constraint may require that ifa dynamic element includes a first element variant from the variantlist, another dynamic element cannot include one, or more than one,specific second element variant from the variant list.

In some embodiments, it may be desirable to provide a product underdevelopment one or more elements that may include a set of constituentsor sub-elements. For example, in the case of a food product, an elementof the product under design may include a list of available flavors, inwhich each of the available flavors may be a sub-element of the elementflavors. By way of further example, a product under development mayinclude a list of features or benefits the proposed product claims todeliver. In such an embodiment, it may be desirable to generate andassess product representations including different combinations of suchfeatures or benefits. Consistent with the foregoing, in someembodiments, it may be desirable to provide one or more visualrepresentations of a product concept including an element havingdifferent combinations of sub-elements. According to one embodiment,concept development process 10 may facilitate providing different visualrepresentations of a product concept including an element havingdifferent combinations of sub-elements.

In one embodiment, and with reference to FIG. 11, concept developmentprocess 10 may provide 700 a framework for building a visualrepresentation of a product concept. The visual representation mayinclude one or more of a textual component and a graphical component.Concept development process 10 may receive 702 a designation of anelement within at least one of the textual component and the graphicalcomponent as a dynamic element. The dynamic element may be associated704 with a variant list including a plurality of element variants.Concept development process may further receive 706 a selection of asubset of the plurality of element variants from the variant list.Concept development process 10 may also generate 708 a firstinstantiation of the visual representation including the subset of theplurality of element variants as the dynamic element.

For example, and referring to FIG. 12, concept development process 10may provide 700 a framework for building a visual representation of aproduct concept. The framework for building the visual representation ofthe product concept may include visual representation user interface 750for developing visual representation 752 of the product concept. Visualrepresentation 752 may include one or more of a textual component (e.g.,textual components 754, 756) and a graphical component (e.g., graphicalcomponent 758). In the illustrated example, textual component 756 mayinclude, in part, a bulleted list of available varieties (namely, “ThreeLunch Martini,” “Three's Company,” and “Sweet and Sour”).

Concept development process 10 may receive 702 a designation of anelement within at least one of the textual component and the graphicalcomponents as a dynamic element. For example, an in a manner similar tothat described above, a user (e.g., user 46) may select a textualelement (e.g., textual element 760 including the items “Three'sCompany,” and “Sweet and Sour”) from textual component 756 usingonscreen pointer 762 (e.g., which may be controlled by an input device).User 46 may further select “combo” button 764 (e.g. using onscreenpointer 762) from a toolbar associated with visual representation userinterface 750. In response to user 46 selecting combo button 764,concept development process 10 may receive 702 a designation of textualelement 760 within textual component 756 as being a dynamic element thatmay allow substitution of the single dynamic element by a plurality ofelement variants. Consistent with the illustrated example in whichtextual element 760 may include two bulleted items (i.e., “Three'sCompany,” and “Sweet and Sour”), concept development process 10 mayreceive 702 a designation of the two bulleted items as being a singledynamic element, as being two dynamic elements, and/or as being a singledynamic element including two or more discrete sub-elements. Further, insuch an embodiment, concept development process 10 may not receive adesignation of the first item of the bulleted list (i.e., “Three LunchMartini”) as being a dynamic element. In various additional/alternativeembodiments, the concept development process may receive the designationof the textual element as a dynamic element in response to, e.g., apop-up interface, or other suitable interface. Further, in someembodiments, the concept development process may receive the designationof the textual element as a dynamic element in response to identifyingan escape sequence.

Concept development process 10 may associate 704 the dynamic elementwith a variant list including a plurality of element variants. Withreference also to FIG. 13, an in a manner similar to that describedabove, in response to receiving 702 the designation of the textualelement as a dynamic element (e.g., upon user 46 selecting “combo”button 764 indicating a combination dynamic element), conceptdevelopment process 10 may provide properties panel 766. A variant list,including one or more element variants (e.g., element variants 768, 770,which may include the bulleted items included within the dynamicelement), associated with the dynamic element may be included withinproperties panel 766. In addition to including element variants 768, 770included within the variant list associated with the dynamic element,properties panel 766 may provide functionality for adding additionalelement variants to the variant list. For example, properties panel 766may include input field 772, into which user 46 may type additionalelement variants. Further, user 46 may add the additional elementvariants to the variant list, e.g., by selecting “add” button 774.

Referring also to FIG. 14, upon user 46 adding additional elementvariants via properties panel 766, concept development process 10 mayprovide the variant list (e.g., variant list 776, generally) populatedwith the added element variants and/or the textual elements designatedas the dynamic element. In an embodiment, user 46 may provide a name forthe combination dynamic element, e.g., by inputting a desired name into“Element Name” filed 778. User 46 may also further edit the one or moreelement variants included within variant list 776, e.g., by removing oneor more element variants by selecting a delete button (e.g., deletebutton 780) associated with each element variant.

Concept development process 10 may receive 706 a selection of a subsetof the plurality of element variants from the variant list. For example,and with continued reference to FIG. 14, user 46 may select a subset ofthe element variants included within variant list 776 to be displayed.The subset may include one element variant included within variant list776, all of the element variants included within variant list 776, orany portion of the element variants included within variant list 776.Additionally/alternatively, the subset may include none of the elementvariants included within variant list 776. In such an embodiment, thedynamic element may be an empty field (e.g., in an instantiation of thevisual representation the dynamic element may not include any text orgraphic). User 46 may select one or more element variants from variantlist 776, e.g., by clicking on the one or more variants using onscreenpointer 762, e.g., in a similar manner as described above, and/orotherwise selecting the one or more variants. Accordingly, selection ofthe one or more element variants included within the subset of elementvariants may be based on a user selection of element variants fromwithin the variant list 766. In response to a user selection of one ormore element variants, concept development process 10 may receive 706the selection of the subset of element variants. In addition/as analternative to receiving 706 a selection one or more element variants inresponse to a user selection, concept development process 10 may receivea selection of a subset element variants based on a configuration rule,preference setting, or the like. For example, concept developmentprocess 10 may receive 706 a selection the subset of element variantsbased on random selection of element variants from within variant list766, based on an element variant attribute (e.g., textually and/orgraphically largest element variant; order in which the element variantswere added to the variant list, etc.), and/or otherwise selected.

In an embodiment, and consistent with the foregoing description in whichthe element variants included within the subset may be based upon aconfiguration rule and/or preference (e.g., may be randomly selectedfrom variant list 766 and/or randomly selected from a selected group ofelement variants), the number of element variants included within thesubset may be a fixed number and/or may be a variable number (e.g.,which variable number may be selected based on one or more configurationrule and/or preference, such as a preference to randomly select thenumber of element variants to be included in the subset). In anembodiment, concept development process may receive an indication of aminimum and/or a maximum number of element variants to include withinthe subset of element variants. For example, user 46 may select aminimum number of element variants to be included in the subset (e.g.,by selecting a minimum number from dropdown 782), may select a maximumnumber of element variants to be included in the subset (e.g., byselecting a maximum number from dropdown 784), or may select both aminimum number of element variants to be included in the subset and amaximum number of variant elements to be included in the subset.

In addition to receiving 706 the selection of element variants that maybe included in the subset of element variants, concept developmentprocess 10 may receive 710 layout information associated with the subsetof element variants. For example, as shown in FIG. 14, user 46 maydefine a relative order associated with each of the element variantsincluded within the subset of element variants. For example, user 46 mayselect a relative order for each of the element variants included withinthe subset of element variants, e.g., by selecting an order positionfrom a dropdown menu associated with each selected element variant(e.g., dropdown menu 786 associated with the element variant “NewStuff™”). Concept development process 10 may receive the selection ofthe relative order associated with one or more of the element variantsto be included within the subset of element variants. In an embodiment,selection of a relative order associated with one or more of theelements included within the subset of element variants may also selectthe element variant for inclusion within the subset of element variants.In some embodiments, e.g., in which a random number of element variantsbetween a minimum and a maximum number may be included within the subsetof element variants, the order of the element variants within the subsetmay be based upon the relative order associated with each of the randomelement variants. In an embodiment in which one or more of the elementvariants may not include an associated order, such element variants maybe ordered according to a configuration rule or preference (e.g., may beplaced in any order, may be placed first, and/or may be placed last inthe subset of element variants).

In an embodiment, the layout information may include presentationinformation associated with the plurality of element variants. Forexample, concept development process 10 may format the one or moreelement variants included within the subset according to a formatassociated with selected element 760 (e.g., a bulleted list in theillustrated example). Various additional/alternative mechanisms forproviding presentation information may be equally utilized.

In an embodiment, the layout information may include positioninformation associated with the plurality of element variants. Forexample, the dynamic element and/or a portion of the dynamic element(e.g., one or more of the subset of element variants) may by moved to alocation within visual representation 752 that may be different from thelocation of element 760 within visual representation 752. For example,user 46 may select “Move Element” button 790. Upon selecting “MoveElement” button 790, concept development process 10 may provide aninterface that may allow user 46 to designate a location within visualrepresentation 752 for one or more element variants of the subset ofelement variants. Accordingly, at least a portion of the subset ofelement variants may occupy disparate locations within the visualrepresentation of the product concept.

Concept development process 10 may also generate 708 a firstinstantiation of the visual representation including the subset of theplurality of element variants as the dynamic element. For example, andwith additional reference to FIG. 15, four element variants, namely“Three's Company,” “Candyland,” “Double Dutch,” and “New Stuffrm,” mayhave been received 706 as element variants included within the subset ofelement variants. Additionally, each of the four element variants mayhave an associated relative order. Further, the number of elementvariants to be included within the subset of element variants may bebetween 2 and 4, e.g., based on the selection of values via dropdowns782, 784. For example, concept development process 10 may select arandom number between the specified minimum and maximum (e.g., between 2and 4, in the foregoing example). Further, concept development process10 may select a subset of element variants according to the selectedrandom number. As shown in FIG. 15, concept development process 10 maygenerate 708 first instantiation 792 of the visual representation of theproduct concept including the subset of element variants “Three'sCompany,” “Candyland,” “Double Dutch,” and “New Stuff™,” as dynamicelement 760. Additionally, the subset of element variants may bearranged according to the relative order associated with each elementvariant

Referring also to FIG. 16, concept development process 10 may generateanother instantiation 794 of the visual representation of the productconcept including a different subset of element variants as dynamicelement 760. As shown, the subset of element variants included as thedynamic element in instantiation 794 of the visual representation of theproduct concept may include less than all of the element variantsselected for inclusion within the subset of element variants. In theembodiment depicted in FIG. 16, the number of element variants includedwithin the subset of element variants may be, e.g., a random number (orother number based on one or more configuration rules, preferences, orthe like) of element variant between the selected minimum and maximumnumber of element variants to be included in the subset of elementvariants.

While the foregoing aspect has been generally described in the contextof a textual element, such description is intended only for the purposeof illustration and not of limitation. The features and aspects may beequally applicable to graphical elements, as when a set of flavors arerepresented by an array of graphical icons as opposed to, or in additionto, a textual list of flavors.

According to an embodiment, a particular element may be used in morethan one place in a visual representation of a product design. Forexample, in the case of a product that includes an associated brandname, the brand name may be used several times throughout thedescriptions of features and benefits of the product. As anotherexample, an ingredient may be used in several places in the visualrepresentation, such as in a list of product features and in adescription of resulting benefits. According to one aspect, the conceptdevelopment process may allow multiple instances of an element to beeasily replaced with different variants of the element.

According to an example embodiment, and referring also to FIG. 17,concept development process 10 may provide 800 a framework for buildinga visual representation of a product concept. The visual representationmay include one or more of a textual component and a graphicalcomponent. Concept development process may receive 802 a designation ofa first element within at least one of the textual component and thegraphical components as a dynamic element. Concept development process10 may also associate 804 the dynamic element with a variant listincluding one or more element variants. A second element may beidentified 806 corresponding to the first element. Concept developmentprocess 10 may link 808 the second element with the first element. Aselection may be received 810 of a first element variant from thevariant list. Concept development process 10 may also generate 812 afirst instantiation of the visual representation including the firstelement variant as the dynamic element and including the first elementvariant as the second element.

For example, and referring also to FIG. 18 concept development process10 may provide 800 a framework for building a visual representation of aproduct concept. The framework for building the visual representation ofthe product concept may include visual representation user interface 850for developing visual representation 852 of the product concept. Visualrepresentation 852 may include one or more of a textual component (e.g.,textual components 854, 856, 858, and 860) and a graphical component(e.g., graphical component 862).

Concept development process may receive 802 a designation of a firstelement within at least one of the textual component and the graphicalcomponents as a dynamic element. According to one embodiment, receiving802 the designation of the first element as a dynamic element mayinclude receiving 814 a user selection of the first element. Forexample, and in a manner similar to that described above, a user (e.g.,user 46) may select a first element (e.g., textual element 864) fromwithin textual component 854, e.g., by highlighting element 864 using anonscreen pointer (not shown) controlled by a pointing device, such as amouse (not shown). User may further select (e.g., via the onscreenpointer) “variant” button 866 from within a toolbar associated withvisual representation user interface 850. In response to user 46selecting element 864 and selecting “variant” button 866, conceptdevelopment process 10 may receive 802 a designation of element 864(i.e., “NationsTrust”) within textual component 854 as being a dynamicelement. In various additional/alternative embodiments, the conceptdevelopment process may receive the designation of the textual elementas a dynamic element in response to, e.g., a pop-up interface, or othersuitable interface. Further, in some embodiments, the conceptdevelopment process may receive the designation of the textual elementas a dynamic element in response to identifying an escape sequence. Forexample, and in a similar manner as discussed above, user 46 may replaceelement 864 with an escape sequence identifying element 864 as a dynamicelement. Further, rather than replacing element 864 with an escapesequence (e.g., after previously creating the text “NationsTrust”) user46 may provide the escape sequence during initial creation of textualcomponent 854.

Concept development process 10 may also associate 804 the dynamicelement with a variant list including one or more element variants. Forexample, and in a similar manner as previously described, in response toreceiving 802 the designation of element 864 as a dynamic element (e.g.,in response to user 46 selecting element 864 and selecting “variant”button 866), concept development process may provide properties panel868. Properties panel 868 may include a variant list (e.g., variant list870, generally) associated with the dynamic element. Variant list 870may include at least first element 864 as an element variant.Additionally, properties panel 868 may include identifier 872 associatedwith the dynamic element.

Associating 804 the dynamic element with variant list 870 may includereceiving 816 a user input including the one or more element variants.For example, in addition to including element 864, user 46 may addadditional element variants to variant list 870. For example, propertiespanel 868 may include variant input field 874, via which user 46 mayinput (e.g., as through typing, copy and paste functionality, or thelike) one or more additional element variants. Upon entering an elementvariant into variant input field 874, user 46 may select “add” button876. In response to user 46 inputting an element variant into inputfield 874 and selecting “add” button 876, concept development process 10may add the input variant to variant list 870. In addition/as analternative to inputting individual element variants, in someembodiments, a link to a spreadsheet (which may include textualcomponent, links to graphical components, or the like), CSV file (whichmay include textual component, links to graphical components, or thelike), image url's, etc. may be provided (e.g., input into input field874). In response to inputting a link or other reference, conceptdevelopment process may import element variants associated with a linkor referenced file, and may add such element variants to the variantlist.

A second element may be identified 806 corresponding to the firstelement. In an example embodiment, identifying 806 the second elementcorresponding to the first element may include searching 818 at leastone of the textual component and the graphical component based on thefirst element. For example, user 46 select (e.g., using the onscreenpointer) option 878 (i.e., “Pipe this element throughout the concept”)from within properties panel 868. In response to selecting option 878,concept development process 10 may search 818 one or more textualcomponents (e.g., textual components 854, 856, 858, 860) and/or one ormore graphical components (e.g., graphical component 862 and/or atextual element, such as a label, associated with the graphicalcomponent) for additional elements corresponding to first element 864.Additionally elements corresponding to first element 864 may include,for example, textual element including the same character sequence asfirst element 864. For example, based on searching 818 at least one ofthe textual component and the graphical component based on first element854, concept development process 10 may identify 806 a second element(e.g., one or more of elements 880, 882, 884, 886, 888) within textualcomponents 856, 858, 860. In additional/alternative embodiments,elements corresponding to the first element may include one or morecorresponding attributes, such as corresponding character sequence,corresponding formatting attributes, corresponding element type, etc.Elements corresponding to the first element may be determined based onone or more configuration rules and/or preferences.

Concept development process 10 may link 808 the second element with thefirst element. In an example embodiment, linking 808 the second elementwith the first element may include replacing 820 the second element withan escape sequence associated with the dynamic element. For example, andreferring also to FIG. 19, concept development process 10 may replace atleast a portion of the corresponding second elements (e.g., elements880, 882, 884, 886, 888) with an escape sequence (e.g., escape sequence$BrandName$ 890, 892, 894, 896, 898). While the escape sequence$BrandName$ has been shown in the illustrated embodiment, suchillustration and description is intended only for the purpose ofillustration and not of limitation, as various additional/alternativeescape sequences may be used to link the second element with the firstelement.

In an additional/alternative embodiment, linking 808 the second elementwith the first element may include receiving 822 a linking designation.For example, while not shown, user 46 may manually select one or moresecond elements and may provide a designation linking the one or moresecond elements with the first element. Providing a designation linkingthe one or more second elements with the first element may include, forexample, highlighting and right-clicking (e.g., via an onscreen pointercontrolled by a pointing device) on each of the second elements.Right-clicking on a selected second element may result in the conceptdevelopment process rending a pop-up window or dialog box. The pop-upwindow or dialog box may include an option to link the selected elementwith a dynamic element (i.e., the first element that has been designateda dynamic element). In some such embodiments, the concept developmentprocess may search the visual representation for second elementscorresponding to the first element, and may allow a user to manually(e.g., via right-clicking as discussed above) provide a linkingdesignation. The concept development process may receive the linkingdesignation manually provided by the user. Variousadditional/alternative implementations may be equally utilized.

A selection may be received 810 of a first element variant from thevariant list. For example, and with reference also to FIG. 20, user 46may select (e.g., using the onscreen pointer) an element variant (e.g.,element variant 900 “Reliance”) from variant list 870 within propertiespanel 868. In response to user 46 selecting element variant 900 andoption 878 (i.e., “Pipe this element throughout the concept”), conceptdevelopment process 10 may generate 812 a first instantiation (i.e.,first instantiation 902) of the visual representation of the productconcept including the first element variant as the dynamic element andincluding the first element variant as the second element. For example,as shown, concept development process 10 may replace the first element(i.e., the dynamic element 864) and each of the linked second elements(i.e., second elements 880, 882, 884, 886, 888) with the selectedelement variant 900 (i.e., “Reliance”).

Additionally, in some embodiments, concept variant may receive 824 aselection of a second element variant from the variant list. Forexample, user 46 may select a different element variant from withinvariant list 870 (e.g., the variant “TrustCo”). As described above, inresponse to user 46 selecting the second element variant “TrustCo” andthe option 878 “Pipe this element throughout the concept,” conceptdevelopment process 10 may generate 826 a second instantiation (notshown) of the visual representation of the product concept. The secondinstantiation of the visual representation of the product concept may begenerally analogous to the first instantiation, but with the dynamicelement and the one or more second elements replaced with the selectedsecond element variant “TrustCo.”

In some embodiments, the concept development process may enable outlyingcombinations of element variants, in particular, the longest combinationof variants, to be verified. For example, the concept developmentprocess may enable verification that, even when the densest elementvariants are combined, the visual representation of the product conceptmay remain acceptable, for example, in terms of layout (e.g., makingsure that different textual elements do not interfere with one another),aesthetics (e.g., avoiding an overwhelming amount of text with toolittle white space), and legibility and comprehension given the intendedaudience. Accordingly, in an embodiment the concept development processmay partially and/or fully automate searching through the differentelement variants (e.g., which may be associated with one or more dynamicelements) to identify the longer ones, searching through one or moresets of constraints to identify the legal combinations, and generatinginstantiations of the visual representation of the product conceptincluding such longest (and/or shortest) permissible (e.g., based on anyconstraints associated with the element variants) combinations ofelement variants. In some embodiments, the concept development processmay also enable partially and/or fully automated adjustments of thelayout of the visual representation to allow such combinations to fitwithin the visual representation in an acceptable manner, and/or editone or more textual elements to shorten the combination of elementvariants.

According to such an embodiment, the concept development process mayenable the user to design a visual representation of a product conceptin order to, for example, avoid the content of one element interferingwith the content of another; to maintain the legibility of the variouselements, in particular the textual ones; maintaining a certain balancebetween the various elements so as to avoid biasing decision-making;and/or to achieve a desired aesthetic effect, etc. Such functionality ofthe concept development process may take into account variablecombination elements and/or any constraints or rules associated betweentwo or more element variants. The concept development process may,therefore, save the user the wasted effort of optimizing the layout andpresentation for a combination of element variants that would never beinstantiated (e.g., for aesthetic reasons, legibility reasons, and/orreasons based on constraints associated between element variants).

In some embodiments, the concept development process may at leastpartially and/or fully automatically perform at least some of the layoutand formatting optimizations discussed above, for example, taking intoaccount one or more predefined rules and/or constraints. Examples ofrules that may be taken into account by the concept development processmay include: maintaining a minimum font size for legibility of textualelements; not exceeding a certain difference in font size betweentextual elements, (e.g., to thereby minimize biasing effects indecision-making or consumer preference measurement); maintaining theaspect ratio of graphical elements; limiting magnification of graphicalelements to avoid pixilation; maintaining a minimum separation (or“white space”) between elements, etc.

In an embodiment, the concept development process may facilitatetracking the number of concept alternatives enabled by various elementvariants, for example, as element variants are added or removed, and/oras constraints or other parameters are added, removed, or edited. Forexample the concept development process 10 may track (e.g., monitor,log, and/or provide an indication of) one or more of the followingmeasures: the raw space size (e.g., the total size of the space ofpossible concept alternatives not taking into accounts any constraintsor rules); the exact constrained space size; an approximation to theconstrained space size (e.g., which may be a desirable measure, e.g., inan embodiment in which computing the exact constrained space size may beundesirably time consuming to provide a timely answer to the user).

Consistent with the foregoing, and referring also to FIG. 21, accordingto an example embodiment, concept development process 10 may identify1000 a dynamic element within framework for building a visualrepresentation of a product concept. The visual representation mayinclude one or more of a textual component and a graphical component.Concept development process 10 may also associate 1002 the dynamicelement with a variant list including one or more variant elements.Concept development process 10 may identify 1004 one of a longestvariant element and a shortest variant element from within the variantlist. Concept development process may also generate 1006 a firstinstantiation of a visual representation of a product concept includingthe one of the longest variant element and the shortest variant elementas the dynamic element.

For example, and referring also to FIG. 22, concept development process10 may identify 1000 a dynamic element (e.g., first dynamic element 1050“Cool, confident, and indulgent. Cocktails make you the perfect host”)within framework for building a visual representation of a productconcept (e.g., visual representation 1052 provided within visualrepresentation user interface 1054). Visual representation 1052 mayinclude one or more of a textual component (e.g., textual components1056, 1058, 1060) and a graphical component (e.g., graphical component1062). In some embodiments, identifying 100 the dynamic element mayinclude identifying 1008 a plurality of dynamic elements (e.g., firstdynamic element 1050 and second dynamic element 1064). The one or moredynamic elements (e.g., first dynamic element 1050, and second dynamicelement 1064) may have been defined in a similar manner as discussed inone or more previous examples above.

Concept development process 10 may associate 1002 the dynamic elementwith a variant list including one or more variant elements. For example,concept development process 10 may associate 1002 first dynamic element1050 with first variant list 1066, generally, shown within propertiespanel 1068. First variant list 1066 may include one or more elementvariants (e.g., element variants 1070, 1072, 1074, 1076) associated withfirst dynamic element 1050. In an embodiment in which visualrepresentation 1052 may include a plurality of dynamic elements, conceptdevelopment process 10 may associate each of the plurality of dynamicelements with a respective variant list. For example, and with furtherreference to FIG. 23, second dynamic element 1064 may be associated withsecond variant list 1078, generally, shown in properties panel 1080.Second variant list 1078 may include one or more element variants (e.g.,element variants 1082, 1084, 1086, 1088, 1090, 1092, 1094) associatedwith second element variant 1064. First and second dynamic elements1050, 1064 may be created, and may be associated with respective firstand second variant lists 1066, 1078 in a similar manner as describedabove. Further, as also generally described above, element variants maybe added and/or removed from respective first and second variant lists1066, 1078, and/or may be edited. Further, first and second dynamicelements 1050, 1064 may have been previously associated with respectivefirst and second variant lists 1066, 1078.

Concept development process 10 may identify 1004 one of a longestvariant element and a shortest variant element from within the variantlist. In an embodiment including a plurality of dynamic elements (e.g.,first dynamic element 1050 and second dynamic element 1064) identifying1004 one of the longest variant element and the shortest variant elementmay include identifying 1010 one of the longest variant elementassociated with each of the plurality of dynamic elements and theshortest variant element included within a respective variant listassociated with each of the plurality of dynamic elements. For example,first variant list 1066 may include a plurality of textual elementvariants (e.g., element variants 1070, 1072, 1074, 1076) havingdifferent length of text. For example, as shown in FIG. 22, of theelement variants included within first variant list 1066, elementvariant 1072 may have the shortest text length, and element variant 1076may have the longest text length. Accordingly, concept developmentprocess 10 may identify 1010 element variant 1076 as the longest elementvariant associated with first dynamic element 1050, and/or may identify1010 element variant 1072 as the shortest element variant associatedwith first dynamic element 1052.

Further, as shown in FIG. 23, the various element variants includedwithin second variant list 1078 may each have a generally comparabletext length (e.g., with element variant 1086 having a marginallyshortest text length and element variant 1092 having a marginallylongest text length). However, in the illustrated embodiment, seconddynamic element 1064 may be associated with a combination element (e.g.,as indicated in the header of properties panel 1080). As such, in someembodiments, more than one element variant may replace second dynamicelement 1064 in a given instantiation of a visual representation of aproduct concept. For example, based on dropdowns 1096, 1098, seconddynamic element 1064 may be replaced by a combination of between two andfour element variants from within second variant list 1078 in a giveninstantiation of a visual representation of a product concept.Accordingly, concept development process 10 may identify 1010 acombination of two element variants (e.g., having a nominally similarlength) from second variant list 1078 as being the shortest combinationassociated with second dynamic element 1064, and/or may identify 1010 acombination of four element variants (e.g., having a nominally similarlength) from second variant list 1078 as being the longest combinationassociated with second dynamic element 1064. In some embodiments, inaddition to identifying the longest and/or shortest combination based onthe number of element variants included within the combination, theconcept development process may also identify which combination ofspecific element variants may provide the longest and/or shortest (e.g.,in terms of absolute textual length) combination associated with adynamic combination variable.

In an embodiment, identifying 1010 one of the longest element variantand the shortest element variant included within a respective variantlist associated with each of plurality of dynamic elements may be basedon a constraint associated between two or more dynamic elements. Forexample, as discussed above, in some embodiments one or more constraintsmay be associated between two or more dynamic elements and/or two ormore element variants. Concept development process 10 may identify 1010the longest and/or shortest element variant associated with eachrespective variant list based on any such constraints. For example, if,based on a constraint associated between two element variants, the twoelement variants are prohibited from being included in the sameinstantiation of a visual representation of a product concept, conceptdevelopment process 10 may not identify a longest and/or shortestelement variant associated with each respective variant list if thelongest and/or shortest element variant associated with each list maynot be included in the same instantiation of a visual representation ofa product concept based on a constraint associated between the elementvariants. Rather, in an embodiment, concept development process 10 mayonly identify 1010 a longest and/or shortest element variant associatedwith each respective variant list that may permissibly be includedwithin the same instantiation of a visual representation of a productconcept.

Concept development process 10 may generate 1006 a first instantiationof a visual representation of a product concept including the one of thelongest variant element and the shortest variant element as the dynamicelement. For example, and referring also to FIG. 24, concept developmentprocess 10 may generate 1006 a first instantiation 1100 of a visualrepresentation of a product concept including the longest elementvariant associated with first dynamic element 1050 (i.e., longestelement variant 1076 from first variant list 1066) and the longestelement variant associated with second dynamic element 1064 (i.e., acombination of four element variants from second variant list 1078).While FIG. 24 depicts a first instantiation of a visual representationof a product concept including the longest element variants, the conceptdevelopment process may additionally/alternatively generate a firstinstantiation of a visual representation of a product concept includingthe shortest element variants in a generally related manner.

In an embodiment, generating 1006 the first instantiation of the visualrepresentation may include adjusting 1012 a formatting of the visualrepresentation based on the one of the longest element variant and theshortest element variant. For example, and referring also to FIG. 25,concept development process 10 may generation an instantiation 1102 of avisual representation of the product concept including adjusting 1012the formatting of instantiation 1102 of the visual representation, e.g.,by providing second dynamic element 1064 in two columns, e.g., tothereby provide greater separation between textual component 1060 (e.g.,which may include second dynamic element 1064) and graphical component1104. According to various additional and/or alternative embodiments,adjusting 1012 the formatting of the visual representation may includealtering 1014 a size property associated with one or more components ofthe visual representation. A size property associated with one or morecomponents of the visual representation may include, for example, a sizeof an image, a size of a text block (e.g., a textual component), a fontsize associated with one or more textual components, or the like. Invarious embodiments, altering 1014 a size property associated with oneor more components of the visual representation may include altering thesize property based on one or more formatting rules. For example, one ormore configuration rules and/or preferences may specify a minimum and/ora maximum font size that may be utilized in connection with one or moretextual components, a maximum difference in font size between two ormore different textual components, a maximum enlargement of a graphicalelement (e.g., relative to a native resolution of the graphical element,which may thereby prevent and/or reduce an undesired degree ofpixilation of the graphical element), a maximum change in white space(e.g., separation between components of the visual representation), orthe like.

According to another aspect, the present disclosure may provide systemsand methods for scoring a visual representation of a product conceptbased on a number of dimensions, and assessing its appropriateness foruse in a market research study or other measurement or decision-makingactivity, for example, based on an intended audience, locale, andavailable computer hardware and software. Examples of the dimensions mayinclude, but are not limited to, one or more of the following measures,and combinations thereof. One dimension may include reading level, whichmay be measured, for example, using the average word length of thetextual elements, or using the Flesch-Kincaid metric that may take intoaccount the average count of syllables per word and words per sentence.Another metric that may be utilized is the SMOG (Simple Measure ofGobbledygook) metric, which may generally count polysyllables and numberof sentences. Other readability metrics are also contemplated by thepresent disclosure, including metrics that may be specific to certainlanguages and/or dialects. Another dimension that may be utilized islegibility of the textual elements, which may be measured, for example,using metrics that may include one or more of font style and font size,font color, background color, and/or the contrast between font color andbackground color, e.g., also taking into account the viewing conditions(e.g., indoors or outdoors). Another dimension that may be utilized mayinclude the overall cognitive load involved in reading, comprehending,and retaining the information communicated by a visual representation ofa product concept, which may be required to answer questions about thatconcept in a survey or concept test, for example. Another metric mayrelate to the cognitive load involved in comparing two or more variantsof a concept, e.g., as may be required from respondents participating ina choice-based market research study, such as a concept optimizationstudy or a conjoint measurement study. The objective in such anembodiment may be to avoid overtaxing the respondents participating insuch studies, e.g., in order to keep response error rates and cheatingrates to a minimum. The metrics used to assess cognitive load mayinclude the total number of elements in the visual representation,and/or the type and layout of the elements within the visualrepresentation. For textual elements, the metrics may include an averageamount of text (word count), the readability and legibility levels asdescribed above, among others. For graphical elements, the metrics mayaccount for the type of graphical involved (mood photography, simpleline art, complex line art, photorealistic representations of productlabels, including detailed product information such as nutritioninformation panels in food products). The metrics may also include ameasure of the difference between element variants and the salience ofthese differences. A respondent in a choice exercise involving differentversions of the concept may incur a greater cognitive load identifyingdifferences between highly similar elements first, and formulating apreference between them secondly.

According to another aspect, the present disclosure may provide systemsand methods that may include generating and providing a user (user 46,for example) with metrics and diagnostic information that may relate tothe impact of constraints and rules on the space of possible conceptalternatives within a visual representation of a product concept. Suchan assessment may be utilized, for example, in cases where the visualrepresentation of the concept and/or variants of the visualrepresentation may be used in an optimization and/or conjointmeasurement study. An example of a concept optimization process mayinclude interactive search and optimization technology developed byAffinnova, Inc., of Waltham, Mass. (Afeyan et al. (2006) and Malek etal. (2007)). According to such a process, various aspects of theconstraints network (number of constraints, type of constraints, theirinterconnectedness) may impact the ease of transitioning from one legalconcept alternative to another one, and therefore may impact theefficiency of the search and optimization process. In a case of adesigned experiment, such as a conjoint measurement study, theconstraints may impact the quality of the Design of Experiments usedduring data collection.

In an embodiment, assessing and scoring the impact of constraints on thespace of possible concept variations may rely on various computationalmeans, which may include graph theoretical computation methods and MonteCarlo simulation based techniques. In the former, graphs may begenerated to represent the constraints relationships between the variousconcept elements and/or their variants. The graphs may be weighted toreflect different types of constraints rules. Properties of the graphsmay then be used as measures of the potential impact of the constraintsstructure, including the degree or valency of the vertices (elements orvariants) and/or different properties of the adjacency and/or distancematrices relating the different elements. In the case of Monte Carlobased techniques, random variations of the concept may be generatedusing randomly selected element variants, and may then tested for anyconstraints violations. Different metrics derived from this process maybe used as measures of the density and complexity of the constraintsstructure, which may include the proportion of failures or illegalconcept instantiations created to total concept instantiations created.Additionally/alternatively, a set number of concept alternatives may begenerated in a quasi-random fashion, e.g., with element variants beingselected following one or more random or deterministic sequences. As avariant is selected for each element, the constraint rules may betested. If a violation exists, a different variant may be selected forthe element in question, e.g., with backtracking up the elementsequence. According to such an embodiment, various metrics may beavailable for use as a measure of constraints complexity, e.g.,including the number of failures, the number of backtracking events, thecomputational time needed to generate the desired number of legalalternatives, etc.

According to an embodiment, verification may be provided that one ormore of the results of the various assessment and scoring proceduresoutlined above, e.g., including legibility, readability, cognitivecomplexity, constraints density, fall within acceptable bounds beforethe concept representation is used in a decision-making or marketresearch activity.

According to another aspect, the present disclosure may enable sharing avisual representation of a product concept and its various elements witha user other than the owner (or author) of the visual representation ofthe product concept. In an embodiment, sharing a visual representationof a product concept may enable various aspects of collaboration andworkflow management. For example, when a concept is shared with anotherperson, a role may be specified and attendant permissions granted to theperson with whom the visual representation is shared, relative tovarious aspects of the concept, including, for example, itsrepresentation, its elements and element variants and constraints. Forexample, roles may be assigned to one or more users, such as: Reviewer,Editor, and Manager, in addition to Owner. Privileges associated withthe various roles may include, for example, reviewing and commenting on,editing, approving, locking the concept, its elements and theirvariants, the layout, constraints, and the like. The different roles mayspecify different permissions relative to one or more actions,including, for example: creating a new concept, editing, renaming,saving-as, sharing, changing permissions, transferring ownership, anddeleting a concept and its various components. The permissions may alsoinclude locking a concept and its components and/or submitting theconcept for fielding in a market research study.

According to another aspect, the present disclosure may enable uploadingthe results of various concept assessment processes, e.g., to make themavailable for use in subsequent decision-making or innovationactivities. Such assessment results may include scoring or rating ofdifferent concept variations and/or element variants by internal and/orexternal stakeholders, such as personnel from Sales, Marketing,Engineering, Manufacturing, advertising agencies, importers,distributors, sales channels personnel, and so on. Results may alsoinclude market research findings, such as the results obtained frommonadic concept tests and conjoint measurement.

According to yet another aspect, the present disclosure may enablesearching for particular content within previously created visualrepresentations of product concepts. For example, when creating newconcepts, it may be useful to look at previously created concepts forinspiration, and/or to borrow elements and variants. It may also beuseful to determine how certain elements have performed when tested withconsumers or scored by stakeholders. In an embodiment, a searchcapability may be provided, which may display the results of the searchbased on relevance and incidence, and/or also based on assessment andtesting performance. For example, a marketer using the disclosed methodto develop a new product concept for a low calorie desert may want tosearch previous product concepts that contained the phrases “lowcalorie”, “low fat”, “diet”, and the like, and see the results withinthe context in which they appeared (i.e., which concept and whichelement variant(s) within that concept), and determine how well theyperformed when tested with consumers in the past.

The above discussion of products and services, and of decision-makingwithin an industrial and commercial context are provided for the purposeof example and illustration, and should not be construed as limiting anymethod and/or system of the present disclosure. It would be appreciatedthat any of the visual representations of product concepts herein may beused to represent any type of decision object, of which differentversions are being considered. Examples of such decision objects mayinclude, but are not limited to, a government health insurance plan, apublic service campaign, a political candidate's positions and promisesin an election campaign, an agenda for a sales meeting or a familyreunion, an itinerary for a scout troop's excursion, to name a few. Itis therefore intended that the present disclosure is amenable to use insuch situations as well.

Additionally, while various embodiments and features have been describedherein, it will be apparent to one having skill in the art that thevarious embodiments and features may be susceptible to combination withone another and/or to various additional/alternative combinations. Allsuch combination of subject matter disclosed herein is intended to becontemplated by the present disclosure.

The flowchart and block diagrams in the Figures illustrate thearchitecture, functionality, and operation of possible implementationsof systems, methods and computer program products according to variousembodiments of the present invention. In this regard, each block in theflowchart or block diagrams may represent a module, segment, or portionof code, which comprises one or more executable instructions forimplementing the specified logical function(s). It should also be notedthat, in some alternative implementations, the functions noted in theblock may occur out of the order noted in the figures. For example, twoblocks shown in succession may, in fact, be executed substantiallyconcurrently, or the blocks may sometimes be executed in the reverseorder, depending upon the functionality involved. It will also be notedthat each block of the block diagrams and/or flowchart illustration, andcombinations of blocks in the block diagrams and/or flowchartillustration, can be implemented by special purpose hardware-basedsystems that perform the specified functions or acts, or combinations ofspecial purpose hardware and computer instructions.

The terminology used herein is for the purpose of describing particularembodiments only and is not intended to be limiting of the invention. Asused herein, the singular forms “a”, “an” and “the” are intended toinclude the plural forms as well, unless the context clearly indicatesotherwise. It will be further understood that the terms “comprises”and/or “comprising,” when used in this specification, specify thepresence of stated features, integers, steps, operations, elements,and/or components, but do not preclude the presence or addition of oneor more other features, integers, steps, operations, elements,components, and/or groups thereof.

The corresponding structures, materials, acts, and equivalents of allmeans or step plus function elements in the claims below are intended toinclude any structure, material, or act for performing the function incombination with other claimed elements as specifically claimed. Thedescription of the present invention has been presented for purposes ofillustration and description, but is not intended to be exhaustive orlimited to the invention in the form disclosed. Many modifications andvariations will be apparent to those of ordinary skill in the artwithout departing from the scope and spirit of the invention. Theembodiment was chosen and described in order to best explain theprinciples of the invention and the practical application, and to enableothers of ordinary skill in the art to understand the invention forvarious embodiments with various modifications as are suited to theparticular use contemplated.

Having thus described the invention of the present application in detailand by reference to embodiments thereof, it will be apparent thatmodifications and variations are possible without departing from thescope of the invention defined in the appended claims.

1. A computer implemented method comprising: providing, by one or moreprocessors, a framework for building a visual representation of aproduct concept, the visual representation including one or more of atextual component and a graphical component; receiving, by the one ormore processors, a designation of an element within at least one of thetextual component and the graphical components as a dynamic element;associating, by the one or more processors, the dynamic element with avariant list including one or more element variants; receiving, by theone or more processors, a selection of a first element variant from thevariant list; and generating, by the one or more processors, a firstinstantiation of the visual representation including the first elementvariant as the dynamic element.
 2. The computer implemented method ofclaim 1, wherein receiving the designation of the element includesreceiving a user selection of the element from within one or more of thetextual component and the graphical component.
 3. The computerimplemented method of claim 1, wherein receiving the designation of theelement includes identifying an escape sequence within one or more ofthe textual component and the graphical component.
 4. The computerimplemented method of claim 1, wherein associating the dynamic elementwith the variant list includes receiving a user input including the oneor more element variants
 5. The computer implemented method of claim 1,wherein the element includes an image within the graphical component. 6.The computer implemented method of claim 1, wherein the element includesone or more words within the textual component.
 7. The computerimplemented method of claim 1, further comprising: receiving a selectionof a second element variant from the variant list; and generating asecond instantiation of the visual representation including the secondelement variant as the dynamic element.
 8. A system comprising: one ormore processors configured to provide a framework for building a visualrepresentation of a product concept, the visual representation includingone or more of a textual component and a graphical component; one ormore processors configured to receive a designation of an element withinat least one of the textual component and the graphical components as adynamic element; one or more processors configured to associate thedynamic element with a variant list including one or more elementvariants; one or more processors configured to receive a selection of afirst element variant from the variant list; and one or more processorsconfigured to generate a first instantiation of the visualrepresentation including the first element variant as the dynamicelement.
 9. The system of claim 8, wherein the one or more processorsconfigured to receive the designation of the element includes one ormore processors configured to receive a user selection of the elementfrom within one or more of the textual component and the graphicalcomponent.
 10. The system of claim 8, wherein the one or more processorsconfigured to receive the designation of the element includes one ormore processors configured to identify an escape sequence within one ormore of the textual component and the graphical component.
 11. Thesystem of claim 8, wherein the one or more processors configured toassociate the dynamic element with the variant list includes one or moreprocessors configured to receive a user input including the one or moreelement variants.
 12. The system of claim 8, wherein the elementincludes an image within the graphical component.
 13. The system ofclaim 8, wherein the element includes one or more words within thetextual component.
 14. The system of claim 8, further comprising: one ormore processors configured to receive a selection of a second elementvariant from the variant list; and one or more processors configured togenerate a second instantiation of the visual representation includingthe second element variant as the dynamic element.
 15. A computerprogram product residing on a computer readable medium having aplurality of instructions stored thereon which, when executed by aprocessor, cause the processor to perform operations comprising:providing a framework for building a visual representation of a productconcept, the visual representation including one or more of a textualcomponent and a graphical component; receiving a designation of anelement within at least one of the textual component and the graphicalcomponents as a dynamic element; associating the dynamic element with avariant list including one or more element variants; receiving aselection of a first element variant from the variant list; andgenerating a first instantiation of the visual representation includingthe first element variant as the dynamic element.
 16. The computerprogram product of claim 15, wherein receiving the designation of theelement includes receiving a user selection of the element from withinone or more of the textual component and the graphical component. 17.The computer program product of claim 15, wherein receiving thedesignation of the element includes identifying an escape sequencewithin one or more of the textual component and the graphical component.18. The computer program product of claim 15, wherein associating thedynamic element with the variant list includes receiving a user inputincluding the one or more element variants.
 19. The computer programproduct of claim 15, wherein the element includes an image within thegraphical component.
 20. The computer program product of claim 15,wherein the element includes one or more words within the textualcomponent.
 21. The computer program product of claim 15, furthercomprising: receiving a selection of a second element variant from thevariant list; and generating a second instantiation of the visualrepresentation including the second element variant as the dynamicelement.